Page 21 - 2017 ME Ambassador Wrap Up

TRADITIONAL MEDIA COMPARISON
21
30,000 25,000 20,000 15,000 10,000
5,000 -
Online Article Yearly Comparison 28,262
15,422 9,266
Fred Couples
Miguel Ángel Jiménez 2016 2017
11,093
Tom Watson
9,474 8,257
2,500 2,000 1,500 1,000
Print Yearly Article Comparison 2,185
1,621
760 500
1,019
Tom Watson
-
Fred Couples
Miguel Ángel Jiménez 2016 2017
1,493
1,302
3,000 2,500 2,000 1,500 1,000
Broadcast Yearly Mention Comparison 2,268 2,410
1,473
645 500
-
Fred Couples
Miguel Ángel Jiménez 2016 2017
Tom Watson
737 395
• Fred Couples experienced increases in traditional media coverage across all mediums in 2017
• This is likely because he was able to play a much more robust schedule and was consistently in the hunt
• Coverage for Miguel Ángel Jiménez slightly decreased in 2017 in both online and print media, while increasing in broadcast media
• The decreases in print and online media are likely due to storylines putting more focus on Bernhard Langer’s historic PGA TOUR
Champions season
• Watson experienced decreases back to normal levels in online and print media since he did not receive the significant increase he
experienced in 2016 for his final Masters
• Watson still dominated in broadcast mentions, as golf telecasts frequently allude to his past accomplishments and highlights and he is
a frequent topic of conversation on shows like Morning Drive
2017 AMBASSADOR WRAP UP - 21