Case Study: PGA of America achieves greater sponsor visibility and parity with Nielsen Holdings

Ryder Cup 2016 live monitoring

The PGA of America commissioned Nielsen Holdings to monitor branded assets during the 2016 Ryder Cup at Hazeltine National Golf Club. The goal was to maximize sponsor value while maintaining parity among five primary sponsors, even though live camera angles and on-course action made visibility unpredictable.

Nielsen Holdings tracked sponsor signage on Day 1 and Day 2 broadcasts and provided daily insights on duration and share of voice so the PGA of America could adjust placements in real time. The PGA of America responded by alternating logos and physically moving signage, and the result was a significant increase in television screen time and greater sponsor parity compared with the 2014 event.

PGA of America

Jeff Price

Chief Commercial Officer