Nike has unveiled a new commercial featuring Tiger Woods and the voice of his deceased father, Earl Woods, using recordings that appear as though he is addressing his son about his recent sex scandal. There’s not much of Tiger, other than looking like a kid who’s being lectured and disciplined by his father.
Results from a national media study among 600 Americans revealed that viewers reported feeling confused and skeptical while watching a new Nike ad featuring Tiger Woods.
The study was conducted by HCD Research on April 8, 2010 using its MediaCurves.com website. Favorability for the Nike brand declined, with the number of viewers that rated Nike as “favorable” or “extremely favorable” decreasing from 92% prior to viewing the video to 79% after viewing the video. In addition, favorability ratings for Woods, based on a 1-7 scale, decrease from an average of 3.7 before the video to an average of 3.5 after viewing the video. Furthermore, 29% of viewers indicated that they were less likely to purchase products endorsed by Tiger Woods after viewing the video.
“Our automated response curves revealed that viewers’ low interest levels were consistent with expectations regarding viewers who were confused by the ad’s message.” commented Glenn Kessler, president and CEO, HCD Research.
Which of the following emotions did you feel while viewing the video? Please check all that apply.
|
|
Total |
|
Anger |
10% |
|
Inspiration |
9% |
|
Sadness |
26% |
|
Skepticism |
37% |
|
Confusion |
44% |
|
Disturbing |
25% |
|
Embarrassment |
13% |
|
Pride |
3% |
|
Happiness |
1% |
Please indicate how favorable you are of the Tiger Woods using a scale of 1-7 where 1 represents, “Not at all favorable” and 7 represents, “Extremely favorable.”
|
|
Before Video |
After Video |
|
Mean |
3.7 |
3.5 |
Please indicate your perception of the Nike brand.
|
|
After Video |
After Video |
|
Extremely favorable |
23% |
15% |
|
Favorable |
69% |
64% |
|
Unfavorable |
6% |
14% |
|
Extremely unfavorable |
2% |
7% |
Has this video changed your likelihood of purchasing products endorsed by Tiger Woods?
|
|
2/19/10 |
|
Yes, I am more likely to purchase products endorsed by Tiger Woods |
6% |
|
Yes, I am less likely to purchase products endorsed by Tiger Woods |
29% |
|
No, I am just as likely to purchase products endorsed by Tiger Woods |
65% |
While viewing the video, participants indicated their perceived levels of interest by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.
RBR-TVBR observation: The comments underneath are probably more exciting than the ad. It’s really about all Nike could do, creatively, considering what Woods did. The only thing that Nike should hope for in keeping Woods as a spokesperson is that a good chunk of Nike purchasers have been in a similar situation as Tiger and can empathize. The worry for Nike is their female purchasers. This is not going to move their collective needle one little bit.
