Second-place Tiger a big winner with media

From ESPN - March 12, 2018

With Tiger Woods looking to be on the cusp of winning his first PGA Tour tournament in more than 4 years, media coverage soared this weekend.

Woods finished tied for second at the Valspar Championship, but the Tiger Effect meant that Woods received 4 times the amount of media coverage from Thursday through Monday morning than any of the winners of the four previous tournaments. The comparison is based on stories done on the champions, according to Eric Smallwood of Apex Marketing Group, a sponsorship evaluation and media tracking company.

In fact, Smallwood said Woods received 12 percent more exposure than the four previous winning golfers combined and three times more exposure than Valspar winner Paul Casey. The four previous winners includes Phil Mickelson, as well as Ted Potter Jr., Bubba Watson and Justin Thomas.

"When Tiger is at the top of the leaderboard in a tournament, the sports content he provides increases the viewership and attention that the media outlets crave and thrive off of," Smallwood said. "This makes him an anomaly in sports and has made him a amust watch' when he plays."

Third-round coverage on Saturday of the event by NBC delivered a 3.26 overnight rating, the highest third round on any broadcast network since the 2006 WGC-Bridgestone Invitational. The final round had a 5.1 overnight rating on NBC, the highest non-major PGA Tour broadcast since the 2013 Players Championship.

And those who did not watch on TV got their fix elsewhere. On Saturday, nearly 5.5 million minutes were streamed on Golf Channel and NBC Sports digital networks, up more than 600 percent compared to the Saturday of the same event last year. The Valspar saw 27.2 million minutes streamed across Golf Channel / NBC Sports' digital platforms, which made it the most-streamed PGA Tour event ever for the network, according to Adobe Analytics.


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