The last time a Woods ad aired during primetime was Nov. 29. It was a 30-second spot for Gillette Co., Bloomberg reported. A broadcast for his own Chevron World Challenge charity golf tournament aired no Woods commercials, and he was gone from NFL games and other sports programs last weekend.
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The billion-dollar golfer's ability to influence shoppers has dropped. His ranking on the Davie Brown Index, which measures the appeal of celebrities to consumers, dropped from 6th place to 24, Bloomberg said.
Before the scandal, Woods was between Oprah Winfrey and above Bill Cosby on the index. He's now between actress Julia Roberts and former U.S. Secretary of State Colin Powell.
Despite the embarrassing publicity since crashing his Cadillac Escalade, Gillette said no Woods ads have been pulled, and Nike's golf division is not changing its advertising plans.
Celebrity contracts often contain clauses about behavior, but they rarely are canceled because of a star's moral lapses, experts told Bloomberg.
Woods makes $110 million a year from endorsements and tournaments, according to Forbes magazine. In addition to Gillette and Nike, Accenture, PepsiCo Inc.'s Gatorade, Tag Heuer watches and Electronic Arts have arrangements with the golfer.
Bloomberg was not able to reach Mark Steinberg, Woods's agent, or Glenn Greenspan, a spokesman, for comment on the report.
Willoughby Mariano can be reached at email@example.com or 407-420-5171.