Millward Brown Finds That Tiger Woods’ Cebra Score Increased Following Recent Scandal, Though Negative “Buzz” is the Predominant Driver

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Despite the scandal that has sent him into hiding, Millward Brown, the world’s leading brand research agency, found that Tiger Woods’ Cebra score increased 6 points (to 76 out of 100), based on a survey conducted over the weekend. Driving his score up, however, was a 21 percentage point increase in buzz (predominately negative as seen in the attached chart), which overshadowed a 10 percentage point drop in consumers’ affinity toward him.

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The average level of negative buzz for celebrities is 4%, which makes Tiger's current level of negative buzz at a massive 80% one of the very highest we have seen and comparable to Kanye West's scores at the height of his VMA/Taylor Swift scandal.

Despite the scandal that has sent him into hiding, Millward Brown, the world’s leading brand research agency, found that Tiger Woods’ Cebra score increased 6 points (to 76 out of 100), based on a survey conducted over the weekend. Driving his score up, however, was a 21 percentage point increase in buzz (predominately negative as seen in the attached chart), which overshadowed a 10 percentage point drop in consumers’ affinity toward him.

“Consumers are clearly disappointed in Woods’ behavior, as evidenced by his much lower affinity scores, but the impact the scandal has had on his buzz has resulted in a higher overall Cebra score,” said Ann Green, Senior Vice President, Marketing Solutions, Millward Brown. “There is little evidence yet that Tiger's indiscretions are impacting the major brands he sponsors, although brands affiliated with Tiger should be sensitive to potential transfer of negative associations.”

(See attached chart for Tiger Woods' Cebra scores before and after the scandal.)

“The average level of negative buzz for celebrities is 4%, which makes Tiger's current level of negative buzz at a massive 80% one of the very highest we have seen and comparable to Kanye West's scores at the height of his VMA/Taylor Swift scandal,” said Graham Kerr, Executive Vice President of Millward Brown. “In addition, as we’ve seen with celebrities like Kanye, a sudden drop in affinity will not recover overnight. It takes some time to regain consumers’ love and admiration.”

Millward Brown’s Cebra studies are part of its Celebrity+Brand custom solution suite that matches celebrities and brands with the greatest marketplace potential. This latest survey measured the consumer ratings of familiarity (how much one knows about a celebrity), affinity (how strongly one likes or dislikes a celebrity), and buzz (how much “buzz” one thinks a celebrity has).

About Millward Brown
Millward Brown (http://www.millwardbrown.com) is one of the world's leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research. Through the use of an integrated suite of validated research solutions — both qualitative and quantitative — Millward Brown helps clients build strong brands and services. Millward Brown has more than 78 offices in 51 countries. Additional practices include Millward Brown's Global Media Practice (media effectiveness unit), Millward Brown Optimor (focused on helping clients maximize the returns on their brand and marketing investments), and Dynamic Logic (the world leader in digital marketing effectiveness). Millward Brown is part of Kantar, WPP's insight, information and consultancy group.

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Michelle Robertson

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