The Ryder Cup, a match play men’s golf competition between teams from Europe and the U.S., is jointly administered by the PGA of America and Ryder Cup Europe. With more than 25 hours of live television coverage in the U.S., the PGA of America wanted to maximize the value generated by sponsors while also maintaining a level of parity where possible among the five primary sponsors. The visibility of the sponsor branding would be dependent on camera angles and the action of live play.
The PGA of America commissioned Nielsen to conduct live monitoring of branded assets during U.S. television broadcasts of the 2016 Ryder Cup. Using daily insights Nielsen provided regarding signage adjustments ensured that the 2016 Ryder Cup sponsors received both a significant increase in television screen time and greater levels of parity when compared to the event in 2014.