The relevance of the media is in its proximity to live sports programming and in the platform used to distribute it. Partnering with a recognised leader such as ESPN/ABC Sports, Lexus is able to link the sponsored content of the tip vignettes to world-class golf tournaments. The alignment with this genre enhances impact of the programme by making it timely to the viewer and in sync with their mindset as golf aficionados.

The program is exceeding expectations. Broadcast impressions are pacing at 140% of estimates through the campaign’s first six months. Interactive traffic estimates are at 110% of estimated delivery. Golf school attendance is pacing ahead of projections with 11% of attendance, with only 8% of the classes completed.