For decades, advertisers have been well aware of the fact that sex sells (and they have exploited this fact to no end). Apparently Tiger Woods sells equally well. This week, Tiger Woods will compete in the PGA Golf Championship. Recent statistics indicate that television ratings for tournaments where Woods is in contention dwarf ratings for tournaments where Woods is either not competing or not a contender.
Woods has won four tournaments this year that have been broadcast on CBS. Each of these tournaments has seen final round ratings increase by over 100% compared to last year when Woods did not play due to a knee injury. These types of ratings are nearly incomprehensible. Contrast these television ratings with those of Roger Federer, the greatest tennis player of all time. Federer has attained a similar level of excellence in his sport, but does not captivate the masses in the same way that Tiger Woods does.
Here are ten factors that help explain the attraction of Tiger Woods:
1) Tiger in the role of David. Woods has referred to himself as "Cablinasian", reflecting Caucasian, Black, Indian, and Asian roots. In an historically white dominated sport, Woods has overcome a number of obstacles in his ascent to becoming the greatest golfer of all time. He is far removed from the stereotypical white golfer who grew up with a silver spoon, playing at the local country club, with expensive coaches. Woods' ethnicity represents the American Dream that anyone can accomplish anything.
2) Woods has been in the public eye since he was a young child. Tiger was on national television on the Mike Douglas Show when he was only two years old. He defeated Bob Hope in a putting contest, demonstrating his prodigious skills. Ever since then, Woods has been known around the country and the world.
3) Woods' face is one that we see regularly, whether it be in Nike, Buick, or any other number of companies' advertisements.
4) His name. Tiger grabs people's attention and creates a more powerful image than his given name of Eldrick.
5) Success. Woods has won 14 majors, and is closing in on Jack Nicklaus' record 18 majors championships at the relatively young age of 33. Woods is on pace to break all-time records for both tournament and major championships.
6) Woods' desire for excellence. Woods has a drive that is virtually unparalleled. It is rare in sports to find an athlete who is at the top of the game and maintains a work ethic that few, if any, rival. Ryan Longwell, the Minnesota Viking punter who lives in the same gated community as Woods recently discussed Woods' work ethic: "He's a phenomenal talent, and he's a harder worker than anyone would ever know. Before the knee surgery, he would run miles and miles and miles through the community, at 1 o'clock in the afternoon, during the heat of the summer. I mean, no one else would do that. You would see him up at 6:30 in the morning going to work out. And you see him on Mondays, hitting balls on the range, in the pouring rain. He's more talented than anybody else, but he also works harder than anyone else."
Woods was raised by parents who taught him important values. Woods spends his time not in bars or clubs, but lifting, running, and honing the golf game that is as close to perfect as we have seen.
7) His perseverance. Woods won the 2008 U.S. Open with a torn anterior cruciate ligament (ACL) that most of us would not walk on, much less play golf against the world's greatest players. Woods has a knack for producing amazing shots at the most critical moments. This creates drama that people have come to expect.
8) Woods has many qualities that we hope our children possess. Discipline, work ethic, competitiveness, poise, and composure. Woods is articulate, reflective, analytical, passionate, and honest. He is far from perfect, but his pursuit of excellence is one to be admired.
9) Woods has a sort of "love ‘em or hate ‘em" quality. Much like Notre Dame's football team, Woods seems to attract people who either cheer rabidly for or against him. When Woods plays, spectators either want to see him pull off another amazing victory, or watch him lose to a rising challenger.
10) Woods in the role of Goliath. With his success over the past 12 years, Woods has created ridiculously high expectations. In many of the tournaments he plays, oddsmakers typically list Woods' chances of winning at between 33% and 50% in tournaments with more than 100 of the worlds' best players! Statistically, it is virtually impossible for someone to be so dominant in a sport where such a small margin separates the top players. Audiences love to watch whether an up and coming golfer can defeat Tiger.
What will happen this week at the PGA Championship? None of us knows, but rest assured that if Tiger Woods is in the hunt on Sunday, there will be a meteoric rise in the ratings.
Tiger's unique blend of childhood prodigy, ethnicity, work ethic, and success combine to enthrall people around the world. Woods has played the role of David and Goliath equally well. Tiger's background, success, drive, and desire combine to make him the most intriguing athlete in the world.
