We already knew that TV ratings fell approximately in half when Tiger Woods wasn’t in a golf tournament. Now here’s a look at how much less the advertising goes for.
As one would guess, when “T. Woods” appears on the leaderboard, advertisers are willing to fork over a premium. Per TNS Media Intelligence data, when Woods appeared in a 2009 PGA Tour event, the average cost of a 30-second spot was $104,500. In his absence, that rate declined 30 percent, to $80,200 per spot. TNS’ numbers exclude the four Majors, which generally price out at around $200,000 per ad.