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PGA Championship
Media Value Analysis
The numbers that lead to the green for sports sponsors.
PGA of America Omega Clock Sponsor
*Counting the dollars
Total Media Value Generated Across Broadcast TV and Social:
$41,197
The Media Value Scorecard:
Brooks vs Dustin
Which player aced it for their sponsors?
Broadcast
Total
Broadcast = $3,495,206
Social = $210,383
Broadcast = $2,879,930
Social = $20,565
Broadcast = $2,233,320
Social = $132,622
Broadcast = $2,879,903
Social = $30,327
$6,476,490
Total : $3,705,589
Total: $2,900,496
Total: $2,365,942
Total: $2,910,258
Highest Valued Post Across All Platforms
Interestingly, overall media value for the PGA Championship winner, Brooks Koepka, and runner up, Dustin Johnson are nearly equal. However, Brooks generated over twice the amount of broadcast exposures when evaluating comparable placements: the front logo of the hat (Nike) and sponsorship of the shirt’s pectoral (Nike). Exposures is the number of times the sponsor placement/logo appears and a post could have multiple exposures if there are multiple teams shown in the post. The analysis of these two placements found that Brooks garnered 639 exposures from those placements while Johnson only generated 298.
Though Johnson yielded less exposures, the comparable media values is largely due in part to the incremental placements Dustin has relative to Brooks such as the sides of his hat (TaylorMade), the shirt collar (NetJets) and sleeve logos (RBC & ADIDAS). These three placements combined for over $3.3M worth of sponsor media value across broadcast and social.
The social post of champions.
The Course ConsensuS
Key takeaways
The Media Value GRAND TOTALS
BROOKS
DUSTIN
Other highlights include
Brooks Koepka generated over 183,767,335 impressions for Nike across Facebook, Twitter, Instagram and YouTube.
Dustin Johnson’s NetJets collar sponsorship was located on his left-collar. Considering Dustin is a right handed player and most camera angles capture the golfer from behind, including the logo on both his right and left collar would likely have doubled the value for NetJets.
Brooks Koepka’s Nike logo on his left sleeve revealed an important consideration for both sponsors and apparel designers. The transparent thread used made it almost impossible to recognize the sponsorship on broadcast and evermore difficult to track on social media. Thus, limiting the media value to only $3,000.
$6,125,677
Social
$350,813
Total
$6,285,382
Broadcast
$6,189,847
Social
$95,535
57,000+
ENGAGEMENTS
$56,959
Sponsor Media Value