After the pandemic pushed last year’s Masters to November, this year’s event was back in its normal spot on the calendar, in early April. And even though the tournament lacked some of golf’s household names atop the leaderboard, its small collection of sponsors still made the most of all four rounds and the surprising win for Hideki Matsuyama.
The Masters has long operated with minimal sponsorship, and the 2021 tournament was more of the same. Mercedes-Benz, IBM and AT&T were the lone parent brands to advertise on TV this year, accounting for 87 minutes of time on 166 airings across CBS and ESPN.
So how did sponsor ads fare? A look at some of the top spots to appear:
AT&T Internet:
Connect & Play (TV Ad Impressions: 54.6 million)
While previous Masters have seen an emphasis on AT&T Business during the event, the brand went a different route this year, focusing on its internet business to target those still working from home. All five AT&T spots to air during the Masters this year debuted on TV either during the first round or only started appearing the day before.
Using wholesome storytelling, “Connect & Play” struck a heartfelt chord with viewers. As a result, the creative beat category norms on Likeability and Relevance by 6% and 10% respectively. In addition to its emotional narrative, “Connect & Play” featured brand cues throughout (like the ampersand in AT&T) which led to strong Brand Recognition at 84% (vs. 69% for the category norm).
Mercedes-Benz:
Thinking (TV Ad Impressions: 41.1 million)
Mercedes-Benz rolled out a raft of new ad creative as well for the week of the Masters, including “Thinking,” which featured Alicia Keys. This spot highlights safety features that keep drivers worrying about what’s most important. Each Mercedes-Benz ad emphasized unique product or company-wide initiatives, telling a complete story about the brand’s focus for 2021 and 2022.
“Thinking” portrayed Keys as a relatable character for the average viewer, in turn making it easier for them to connect with the message. As a result, both the characters and the message stood out more in “Thinking” than the typical luxury automotive ad from the past 90 days. That said, it was ultimately the product itself that was named the top Single Best Thing about the ad. Viewers reacted most to the upscale safety features highlighted throughout “Thinking.”
IBM Cloud:
Keep Everything Moving and Reinvent the Wheel (TV Ad Impressions: 36.3 million)
Of the three parent brands, IBM was the only one to avoid relying entirely on new TV ad creative — instead bringing in a mix of spots that debuted last November and some originals, all putting a spotlight on its Hybrid Cloud product. The ads also featured a varied collection of spokespeople, from Anne Burrell and Robert Rodriguez, to Timbaland, Jamie Chadwick and Lexi Thompson.
For “Keep Everything Moving and Reinvent the Wheel,” information and innovation were the main creative drivers among general population viewers. The ad resonated best with males ages 50 and up, most of whom connected with the brand and the innovative technology emphasized in the spot.
Looking to take your shot at advertising during some of golf’s biggest events? Schedule a demo with iSpot today to learn more about how we can help inform those decisions.