NEW YORK (
) -- On Wednesday, April 7, just a day before the opening round of The Masters golf tournament,
released a new, roughly 30-second ad, featuring a silent
, with the voice of his deceased father, Earl, posthumously reprimanding his son.
The response to the ad was nothing if not impassioned. Some who watched it found it creepy and off-putting. Others praised it for its boldness, arguing that the fact that it was generating such strong opinions was, empirically, a positive for Nike.
We were curious how you, the users of
felt, and so we asked in a week-long poll,
Three in ten -- or 30.4%, to be exact -- of respondents to the survey replied that the ad was an appropriate way for Tiger to show contrition. That, of course, means that a while 69.6% sided instead with the notion that the ad was creepy and strange in a way that is almost beyond words.
Advertising analytics company Ace Metrix, for its part, announced last week that the ad had garnered a sub-par score in comparison to footwear ads as a whole, scoring poorly in both the persuasion and watchability categories,
reported. The report said that Ace Metrix had the ad judged by an online group of 500 adults.
The ad garnered a total score of 365 out of the maximum possible score of 950 points, compared with a typical score for ads in the apparel footwear category of 501,
reports. Meanwhile, the ad scored 428 versus a norm of 554 for the persuasion category and 459 versus a norm of 567 for the watchability category.
Separately, in other
took the opportunity to publish a note analyzing how the golf business should boost
Dick's Sporting Goods
comps in the first half of 2010. The retail equity analysts there seem to think that the golf business has finally turned a corner, which could only be good for specialty retailers.
"Like most discretionary, big ticket and higher-income exposed categories in retail, the golf business plummeted in 4Q08 post-Lehman and remained suppressed through the next 3 quarters," JP Morgan analyst Christopher Horvers wrote in a note to investors.
"As we began to anniversary this in 4Q09 the note continued, "the category turned the corner, with positive trends for the specialty players for the first time since 2H07. Looking ahead, easy comparisons remain as we ramp the business to its peak in 2Q."
-- Reported by Andrea Tse in New York
>>Live Masters Blog, 4/11: The Action at Augusta
>>Live Masters Blog, 4/10: The Action at Augusta
>>Tiger Woods Financial News
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