{"id":11149,"date":"2021-04-14T10:50:00","date_gmt":"2021-04-14T17:50:00","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=11149"},"modified":"2021-04-14T11:54:13","modified_gmt":"2021-04-14T18:54:13","slug":"brands-take-their-shot-at-masters-2021-tv-advertising","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/brands-take-their-shot-at-masters-2021-tv-advertising\/","title":{"rendered":"Brands Take Their Shot at Masters 2021 TV Advertising"},"content":{"rendered":"\n<p style=\"font-size:18px\">After the pandemic pushed last year\u2019s Masters to November, this year\u2019s event was back in its normal spot on the calendar, in early April. And even though the tournament lacked some of golf\u2019s 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.<\/p>\n\n\n\n<p style=\"font-size:18px\">The Masters has long operated with minimal sponsorship, and the 2021 tournament was more of the same. Mercedes-Benz, IBM and AT&amp;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.<\/p>\n\n\n\n<p style=\"font-size:18px\">So how did sponsor ads fare? A look at some of the top spots to appear:<\/p>\n\n\n\n<p class=\"has-text-color\" style=\"color:#77bd22;font-size:30px\"><strong>AT&amp;T Internet:<\/strong><\/p>\n\n\n\n<p style=\"font-size:18px\"><a href=\"https:\/\/www.ispot.tv\/ad\/OZ9T\/at-and-t-internet-connect-and-play\"><strong>Connect &amp; Play<\/strong><\/a> (TV Ad Impressions: 54.6 million)<\/p>\n\n\n\n<div style=\"position:relative;width:100%;padding-top:56.25%;padding-bottom:40px;\"><iframe style=\"position:absolute;top:0;right:0;left:0;bottom:0;width:100%;height:100%;\" src=\"https:\/\/www.ispot.tv\/share\/OZ9T\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"font-size:18px\">While previous Masters have seen an emphasis on AT&amp;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&amp;T spots to air during the Masters this year debuted on TV either during the first round or only started appearing the day before.<\/p>\n\n\n\n<p style=\"font-size:18px\">Using wholesome storytelling, \u201cConnect &amp; Play\u201d 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, \u201cConnect &amp; Play\u201d featured brand cues throughout (like the ampersand in AT&amp;T) which led to strong Brand Recognition at 84% (vs. 69% for the category norm).<\/p>\n\n\n\n<p class=\"has-text-color\" style=\"color:#77bd22;font-size:30px\"><strong>Mercedes-Benz: <\/strong><\/p>\n\n\n\n<p style=\"font-size:18px\"><a href=\"https:\/\/www.ispot.tv\/ad\/OZtT\/mercedes-benz-s-class-featuring-alicia-keys-t1\"><strong>Thinking<\/strong><\/a> (TV Ad Impressions: 41.1 million)<\/p>\n\n\n\n<div style=\"position:relative;width:100%;padding-top:56.25%;padding-bottom:40px;\"><iframe style=\"position:absolute;top:0;right:0;left:0;bottom:0;width:100%;height:100%;\" src=\"https:\/\/www.ispot.tv\/share\/OZtT\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"font-size:18px\">Mercedes-Benz rolled out a raft of new ad creative as well for the week of the Masters, including \u201cThinking,\u201d which featured Alicia Keys. This spot highlights safety features that keep drivers worrying about what\u2019s most important. Each Mercedes-Benz ad emphasized unique product or company-wide initiatives, telling a complete story about the brand\u2019s focus for 2021 and 2022.<\/p>\n\n\n\n<p style=\"font-size:18px\">\u201cThinking\u201d 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 \u201cThinking\u201d 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 \u201cThinking.\u201d&nbsp;<\/p>\n\n\n\n<p class=\"has-text-color\" style=\"color:#77bd22;font-size:30px\"><strong>IBM Cloud: <\/strong><\/p>\n\n\n\n<p style=\"font-size:18px\"><a href=\"https:\/\/www.ispot.tv\/ad\/OoPv\/ibm-hybrid-cloud-keep-everything-moving-and-reinvent-the-wheel\"><strong>Keep Everything Moving and Reinvent the Wheel<\/strong><\/a> (TV Ad Impressions: 36.3 million)<\/p>\n\n\n\n<div style=\"position:relative;width:100%;padding-top:56.25%;padding-bottom:40px;\"><iframe style=\"position:absolute;top:0;right:0;left:0;bottom:0;width:100%;height:100%;\" src=\"https:\/\/www.ispot.tv\/share\/OoPv\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"\"><\/iframe><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"font-size:18px\">Of the three parent brands, IBM was the only one to avoid relying entirely on new TV ad creative &#8212; 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.<\/p>\n\n\n\n<p style=\"font-size:18px\">For \u201cKeep Everything Moving and Reinvent the Wheel,\u201d 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.<\/p>\n\n\n\n<p style=\"font-size:18px\">Looking to take your shot at advertising during some of golf\u2019s biggest events? <a href=\"https:\/\/www.ispot.tv\/demo\">Schedule a demo with iSpot today<\/a> to learn more about how we can help inform those decisions.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>After the pandemic pushed last year\u2019s Masters to November, this year\u2019s event was back in its normal spot on the calendar, in early April. And even though the tournament lacked some of golf\u2019s household names atop the leaderboard, its small collection of sponsors still made the most of all four rounds and the surprising win&#8230; Read More<\/p>\n","protected":false},"author":26,"featured_media":11150,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[],"ispot_product_categories":[],"acf":{"expiration_date":null},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/11149"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=11149"}],"version-history":[{"count":5,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/11149\/revisions"}],"predecessor-version":[{"id":11156,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/11149\/revisions\/11156"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/11150"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=11149"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=11149"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=11149"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=11149"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}