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TO BUSINESS, AND SPORTS EDITORS:
Masters Tournament Does Masterful Job of Advertising
HOPE SOUND, Fla., April 18, 2014 /PRNewswire/ -- The Masters Golf
Tournament is held every April at the Augusta National Golf Club in
Augusta, Georgia. It is one of the Nation's most popular sports
events. This year's tournament was held on April 10-13. Americans For
Responsible Advertising (AFRA) recorded the CBS television broadcast
of the last day of the tournament and analyzed the advertising from
the time the broadcast came on the air (2:00pm, EDT) until the last
putt was sunk (6:51pm, EDT). During this time there were 38
commercials which, in total, accounted for a little over 21 minutes of
broadcast time. This is an incredibly-low average of just 4.4 minutes
of advertising per broadcast hour. Very few, if any, television
broadcasts of sports events get anywhere near this low.
Virtually all of the advertising on the part of the sponsors (AT&T,
IBM, Mercedes-Benz, and the tournament itself) was institutional as
opposed to product. That is, the advertising was intended to enhance
the images and reputations of the sponsors as opposed to selling
specific products. The commercials themselves were all high-quality
productions, tasteful and even interesting. When people talk about the
Masters Tournament, the words "class", "taste," "manners", and
"beauty" are often heard as well they should be. The course itself is
beautiful and the broadcasts are a pleasure to watch. Perhaps the only
discordant note in this regard is the fact that when the players are
interviewed inside the clubhouse they occasionally keep their
multi-logo golf caps on. Bobby Jones would never have approved of
that.
AFRA, PO Box 1921, Hobe Sound, Florida: Email
Media Contact: John Sullivan, 231-947-3194
Read more news from Americans for Responsible Advertising, Inc.
SOURCE Americans for Responsible Advertising, Inc.
-0- 04/18/2014
CO: Americans for Responsible Advertising, Inc.
ST: Florida
IN: SSE SPT ADV
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0000 04/18/2014 12:30:00 EDT http://www.prnewswire.com
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