Zeta Interactive, a company that monitors message boards, blogs and social media posts, is finding an improvement in public perceptions of Tiger Woods, although he is nowhere near his pre-scandal levels of approval.
The data, released on Friday, also included findings about the Nike commercial featuring Mr. Woods and the voice of his father, Earl, who died in 2006.
The data showed that the first day of the Masters golf tournament — Mr. Woods’s first day of public golf since the scandal — significantly helped his online reputation.
On Wednesday, the day before the Masters began, Mr. Woods’s online reputation stood at 51 percent positive and 49 percent negative, Zeta reported. On Friday, the positive figure had soared to 69 percent and the negative had fallen to 31 percent.
The 69 percent is still a far cry from the 91 percent positive rating that Mr. Woods enjoyed in the Zeta data before the scandal.
Looking at words or terms used online to describe Mr. Woods, Zeta found that those in use a month ago, like “lie/lied/liar,” “cheat” and “scandal,” had given way by Friday to “win,” “performance” and “dominant/dominate.”
As for the Nike commercial, it helped the Nike brand online, the Zeta data indicated. The company’s positive ratings, which had recently hovered in the range of 68 to 73 percent, soared to 83 percent after the spot began running.
And as of Friday morning, the volume of posts online about Nike had increased by more than 270 percent, the data showed, making Nike more buzzed-about than any retailer.