Tigers Fading Stripes In Australia - The Data That Tells

Embarged Until 00.01 Hours Australian Eastern Time
Monday 21 December 2009.


Tigers Fading Stripes in Australia - the Data that Tells
(Statement by Todd Deacon, Head of Insights, Gemba Group)

Although Australians' admiration for Tiger Woods resulted in him becoming the most marketable sportsperson
in Australia when he visited our shores last month to play in the Masters, his marketability amongst
Australians has since plummeted as news broke of his numerous extramarital affairs.

Tiger's 'likeability' (the proportion of Australians who rate Tiger as either their favourite sportsperson
or who someone they really like) in the three weeks leading up to the Australian Masters, averaged 30
percent. During the week of the Masters and for the two weeks post, his likeability rocketed to the top of
all sportspeople (rated by gemba) at 44 percent 'likeability' among the Australian public, only to drop
away drastically once his extramarital affairs became public declining 13 points to 31 percent during the
week of the scandal and dropping a (further 7 points to 24 percent another week later once more women
came forward to tell their stories.

These results are from the 2009 gSER (gemba Sports and Entertainment Report) built for the sports and
entertainment industry to be the most comprehensive, accurate and authoritative survey on Australians'
engagement with sports and entertainment properties (details about gemba and gSER at end).

Although Australia has experienced an inordinately high number of indiscretions among sporting stars and
celebrity entertainers in 2009, Tiger, without little doubt is the foremost example of the present day
dangers of backing one's marketing efforts on individual celebrities when living in a technological world
that can expose questionable moral behaviour within a flash.

Accenture, who used the tagline in their advertising "Go On. Be a Tiger" have pulled the pin. Gatorade,
although not admitting it was a result of Tigers indiscretions have said they are deleting the sports
drink 'Gatorade Tiger'. While Gillette, Nike and EA Sports appear to be sitting on the fence, cutting
back their 'Tiger' advertising yet leaving the door open for a Tiger led recovery.

But what is the story in Australia? Have the stripes of the biggest name in world sport faded amongst the
Australian public? The statistics at present would suggest so.

Pre the Masters

* Tiger's overall 'likeability' amongst the Australian pubic in the 3 weeks
leading up to the Australian
Masters averaged 30 perecent - a comparable
rating to other noted sporting stars like Ricky Ponting and
Rafael Nadal
(both at 31 percent)

* The proportion of those Australians who disliked Tiger (combined score of
those that 'don't like him
at all' or 'I don't particularly like him') was
relatively low at 9 per cent of all Australians.

During and immediately post the Masters

* Tiger's likeability during the week of the Masters and for the two weeks post
rocketed up the rankings
increasing 14 points to 44 percent surpassing
perennial Australian favourite Roger Federer at 43 percent
as Australians'
most liked sportsperson.

* The proportion of those Australians who 'disliked' Tiger remained steady at
10 percent effectively
matching pre-event levels.

Since the scandal

* During the week of Tiger's alleged extramarital affairs becoming public, his
likeability plummeted,
falling 13 points to 31 percent. And once more of
Tiger's women came forward during the second week, his
likeability fell a
further 7 points to 24 percent.

* Most alarming was the proportion of Australians who took an instant 'dislike'
to Tiger - an increase of 9 points to 19 percent in the first week of the
scandal and then increasing a further 11 points to 30 percent during the
second week. The picture looks more dire when looking at women alone -
Tiger's 'dislike' hit 42 percent during the second week of the scandal
breaking - certainly a major issure for the
sponsors which are using his
association to target a female audience.

Tiger Woods - Likeability (= my favourite or really like him / aware of athlete)
gSER Australian - 2009

% of Pre Masters Masters Post Scandal
population Masters


22 Oct 29 Oct 5 Nov 12 Nov 19 Nov 26 Nov 3 Dec 10 Dec

Total
Popultion 29.6 28.1 32.6 45.4 38.5 49.0 31.3 24.2

Average 30.1 44.3 27.7

Males 32.0 31.8 31.9 51.0 37.5 54.2 32.0 34.7

Females 27.1 24.4 33.3 39.6 39.6 43.8 30.4 14.0


Tiger Woods - Dislike (= don't like at all or don't particulary like / aware of athlete)
gSER Australian - 2009

% of Pre Masters Masters Post Scandal
population Masters

22 Oct 29 Oct 5 Nov 12 Nov 19 Nov 26 Nov 3 Dec 10 Dec

Total
Popultion 4.1 14.6 8.7 10.3 8.3 10.4 18.8 30.3

Average 9.1 9.7 24.5

Males 8.0 15.9 12.8 10.2 10.4 8.3 18.0 18.4

Females 0.0 13.3 4.4 10.4 6.3 12.5 19.6 42.0

About the gSER (the survey) and gemba Group

Gemba's gSER Australia (gemba sports and entertainment report) is Australia's largest piece of research
exploring Australian's behaviour and emotional connection with the sports and entertainment industry.

Continuously measured throughout the year, gSER surveys 100 Australians aged 16 to 65 years in the major
capital cities every week of the year. The results are weighted by age and sex in each geographic
location to ensure the overall findings are fully representative of the major cities' populations.

Gemba Group also conduct gSER studies in China, India, Hong Kong and New Zealand.

gSER reports are purchased by a wide array of organisations including major sponsors of the sport and
entertainment industry, sporting bodies and entertainment organisations, and government departments. The
common thread is that the report is trusted by the key players in the sport and entertainment industries
to guide strategy.

Gemba Group is Australia's leading consultancy for the sports and entertainment industry with offices in
Melbourne, Sydney and Hong Kong.

Contact:

Todd Deacon
Head of Insights - Gemba Group
(03) 9525 5708
0418 342 842


SOURCE: Gemba Group