WORLD SPORTS REVIEW

Golf


REAL – TIME RYDER CUP


Nielsen was commissioned to conduct live monitoring of branded assets during US television broadcasts of the 2016 Ryder Cup. Utilising best practices and prior coverage information provided by Nielsen, the PGA of America developed an initial rotation schedule of placements for the five sponsors.

Nielsen also tracked all sponsor signage on the first two days, monitoring the duration and share of voice each sponsor was receiving. After each day’s play, Nielsen provided insights regarding signage adjustments in order to increase visibility and parity for the sponsors. The PGA of America made adjustments ranging from alternating logos on signage to physically moving pieces of signage – for example the tee fence at the stadium-like first hole – to achieve better on-camera exposure.

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