(Update: Jordan Spieth wins US Open. June/June media sweep will likely show Spieth taking over the #2 spot in the media from McIlroy.)
Winning the coveted Masters tournament in April pushed Jordan Spieth’s media position to a new high at 72 points. At mediaQuant the subties of these rating highs and lows with a sector (Professional Golfers) does not go unnoticed.
What does a 72 rating actually mean in the Professional Golf? Well, if you look back over ALL the coverage of professional golf, across traditional media segments, social, broadcast and search volumes, Jordan Spieth’s 72 rating is the second highest rating over the 4-year period (Tiger Woods still dominates the sector with a 4-year high of 86 points on April 2012). Woods’ media dominance can not be understated as the Tiger Woods brand has average 75 points over the trailing 12-month period, well above McIlroy and Spieth’s best media showing.
It should come as no surprise to anyone that Tiger Woods‘ media visibility is heading south. This month marked the first time the Tiger Woods brand is performing below its 12-month moving average. Consistently operating below your moving average quickly translates into negative momentum. This is further compounded by the amazing media performance of competitors like McIlroy and Spieth. It’s hard to imagine Tiger Woods pulling out of his current media nosedive.
The brands behind these professional golfers are in an interesting position. In a classic Nike move, the company hedged its position with Tiger Woods by backing a number of other top players. McIlroy wears the Nike logo at every tournament, although he’s not a single brand endorsement athlete like Tiger Woods was (is) for Nike. Under Armour can claim rising star Jordan Spieth, which puts a lot of pressure on the Spieth/Nike duo.