Do Tiger wins move markets? NASDAQ has more than doubled since 2013
Tiger Woods is the most recognizable golfer in the world and consistently ranks among the top in brand awareness among past and present sports figures. In fact, if you rely on Nielsen’s N-Score talent tracker, Tiger ranks third in awareness behind only Michael Jordan and Muhammad Ali. This ranking is despite only having won a single golf tournament in 1,876 days – when he finally won the Tour Championship at East Lake Golf Club, home of the legendary Bobby Jones.
How much of the Tiger-Effect is real? Well consider the following:
In Golf, It’s Tiger and the “Other Guys”
Within the world of golf, Tiger is in an entirely different league when it comes to his awareness score, according to Nielsen. In fact, Tiger carries a score of 84 and the next closest golfer is Phil Mickelson, with a score of 53. And the average golfer? Well, the average golfer carries a score of 25.
The Cameras Always Follow Tiger
When Woods is in the field, the cameras find him –and his sponsors – much more than other players by a long shot. Through the first few months of 2018, Woods had received 583 minutes of branding exposure, which is 320 minutes more time than the average for the top 10 golfers. And for each individual event Woods has played in, he averages 97 minutes of total brand exposure duration. The next closest competitor, Dustin Johnson, receives about 44 minutes per event.
TV Ratings Skyrocket
- For the events this season that Woods has finished inside the top 25, broadcast network viewership is up 93% – that’s an extra 2 million viewers.
- For the events Woods competed where he finished in the top five, broadcast network viewership was up 150% – that’s an extra 2.9 million viewers.
- NBC announced the Tour Championship finale drew a 5.21 overnight rating, the highest of any non-major championship this year and up over 200% over last year’s rating.
Social Media Lights Up
According to Nielsen, in the first three months of the year, there were 3.5 million social media engagements on Facebook, Instagram and Twitter that mentioned Tiger Woods.
Then there is the vast number of followers Woods commands on his own social media channels:
- 6 million followers on Twitter;
- 3 million on Facebook; and
- 3 million on Instagram.
Even the Stock Markets Rise
Since Tiger’s last win in 2013, even the major U.S. stock markets have risen dramatically. Consider that on August 1, 2013 (when Tiger won the WGC-Bridgestone Invitational):
Ok, clearly Tiger’s golfing success has nothing to do with the stock market movements. At all. But let’s remember the words of the great amateur player Bobby Jones:
"Competitive golf is played mainly on a five-and-a-half-inch course... the space between your ears."
Interestingly, investing is the same.
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