Tiger Woods TV Ads Disappear After Reports of Affairs
TIGER WOODS
Dec. 8 (Bloomberg) — No advertisements featuring Tiger Woods have run on prime-time television broadcast networks or 19 cable channels since late last month, after reports of his extramarital affairs, according to data from Nielsen Co.
The last prime-time ad featuring the 33-year-old golfer was a 30-second Gillette Co. spot on Nov. 29, according to New York- based Nielsen. Woods also was absent from ads on a number of weekend sports programs, including NFL games, Nielsen said.
“Last weekend there wasn’t any advertisement during those games,” said Aaron Lewis, a spokesman at Nielsen.
The No. 1 ranked golfer’s standing with the public has plunged in the wake of reports of infidelity that followed a Nov. 27 car accident outside his home near Orlando, Florida. Woods’s ranking among celebrity endorsers plunged to 24th from 6th, according to the Davie Brown Index, which is used to gauge the ability of personalities to influence shoppers.
Woods has endorsement agreements with Accenture Plc, Nike Inc., PepsiCo Inc.’s Gatorade, Tag Heuer International SA watches, Electronic Arts Inc. and Procter & Gamble Co.’s Gillette brand.
Neither Mark Steinberg, Woods’s agent, nor a spokesman, Glenn Greenspan, responded to phone messages or e-mails seeking comment.
The golfer’s $110 million in annual income from endorsements and tournaments, as estimated by Forbes magazine, hinges on his standing with consumers. Woods ranked as the world’s fourth-highest paid celebrity in the 12 months through June 30, the magazine said. In October, he became the first athlete to top $1 billion in career earnings.
Web Site Statement
Woods posted a statement on his Web site on Dec. 2 saying he let his family down with “transgressions” and hasn’t been true to his “family values.” He didn’t address reports of infidelity that appeared in media including US Weekly magazine.
“His sponsors will attempt to limit his face time,” Andy Donchin, director of media investments at Carat North America, an advertising agency in New York, wrote today in an e-mail. “The best thing he can do is get back on a golf course.”
Fifteen different advertisements featuring Woods have appeared during prime time since the beginning of June, according to Nielsen. Those included spots for Gillette, Accenture, Electronic Arts and the PGA. Most of those had stopped running as the PGA golf season wound down, prior to Woods’ accident. A Gillette ad that also included baseball player Derek Jeter was still running, according to Nielsen.
Gillette is running its media schedule as planned and no Tiger Woods ads have been pulled, said Mike Norton, a company spokesman. He wouldn’t comment on the frequency of the ads.
Julia Roberts
Lisa Gordon-Miller, a spokeswoman for Dublin-based Accenture, had no immediate comment. Derek Kent and Beth Gast, with Beaverton, Oregon-based Nike Inc., didn’t immediately return calls. David Tinson, a spokesman for Electronic Arts, said the company wasn’t running any Woods ads and hasn’t changed its marketing.
The Davie Brown Index tracks 2,800 celebrities. It was created by the Los Angeles-based marketing company Davie Brown Entertainment to provide a way to measure the use of celebrities in campaigns. Woods ranked just below Oprah Winfrey and above Bill Cosby before the reports. He’s now between actress Julia Roberts and former U.S. Secretary of State Colin Powell.
The decline in marketability may be temporary, said Chris Anderson, a spokesman for the index.
“This type of swing is caused by major events — winning the Super Bowl MVP Award or, as with this case, an intense personal crisis,” Anderson said in an email. “Typically, over time, the scores settle back.”
September Ranking
Woods is the best-known active athlete, based on a September study by Marketing Evaluations, a Manhasset, New York- based research company that publishes the Q score, ranking entertainers by their appeal to consumers.
Among U.S. consumers over the age of six, 86 percent recognized the golfer, with 28 percent saying Woods was one of their favorite personalities, giving him a +28 Q Score.
The average celebrity is recognized by 32 percent of the U.S. general population and has a +17 Q rating, according to Henry Schafer, the company’s executive vice president.
The company doesn’t plan to conduct another survey until the end of January, Schafer said.
“We don’t like to take measurements immediately after any negative social incident,” Schafer said. “We want the consumer to digest things as much as possible.”
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