Crowne Plaza Looking At Ratings To Decide Sponsorship
/Jimmy Golen filed an intriguing look at Crowne Plaza's sponsorship of the Colonial stop, where a September decision looms on future backing by the hotel chain. Television ratings may be the most important component according to Crowne Plaza's VP of brand management, Gina LaBarre.
“It’s all going to be in the ratings because, really, that’s what it’s about at the end of the day,” LaBarre said. “So I won’t know at the end of this week what’s going to happen. We’ve got to see what we do from a ratings perspective … For us, it’s about how do we get more national exposure for the brand.”
Sunday's final round playoff win by Adam Scott over Jason Dufner drew a 1.5 average, down from a 1.7 in 2013. The tournament drew a 2.1 in 2011 when the event's audience size was last cited as "buzz-worthy." Though the tournament likely delivered the same number of viewers as tournament broadcast windows have expanded. Seems like a wash to me, but we'll find out later this year how the brand managers felt.
