Share of voice by brand
October category share — hover for exact %
Artifact tracks what people say about your brand on YouTube and puts it in a report like this one. For October, we analyzed every golf video that mentioned TaylorMade or its competitors. Share of voice, product sentiment, the creator landscape, and a timestamp for every claim.
That's the headline. Fall club launches lifted the whole category. Callaway had a big month on Elyte reviews. You lost 1.8 points of share.
Who's getting talked about, and who's gaining ground. Callaway's biggest single-month jump in 18 months — 189 Elyte review videos across 31 creators. Cobra keeps climbing quietly.
October category share — hover for exact %
Month over month vs. Sep 2026. Any video with the brand name in the title, description, or transcript counts.
Callaway's largest single-month gain in 18 months. Almost all of it is Elyte Triple Diamond coverage. Qi35 held its launch window in September. Callaway's response landed harder in October.
Four months of gains in a row. Creator partnerships are working. Up from 11.8% in April — no flagship launch required. Worth watching heading into spring.
Qi35 gets the attention. It's losing the forgiveness debate. Top SKUs by mentions — sentiment scored product by product, not just at the brand level.
Transcript + comment mentions across the category
Daily sentiment across all TaylorMade-tagged content. Two moments mattered this month: the Qi35 forgiveness controversy on Oct 14, and the P790 launch lift on Oct 22.
Two shocks visible — Oct 14 forgiveness dip, Oct 22 P790 rebound
Peterson and TXG forgiveness videos land. Net sentiment drops from +0.43 to +0.18 in three days.
P790 launch coverage drives a sharp recovery. Rick Shiels' iron comparison pulls 4.8M views in six days.
Settled at +0.41. Positive trajectory — but the forgiveness story isn't over yet.
What's said. What's measured. Who it's for. Pulled from full transcripts on every video in the category. View counts can't tell you any of this.
Every video split into chapters automatically. 37% of TaylorMade video time is launch monitor data — the category is getting more numbers-driven, less feel-driven.
% of review time spent on each content type
Ball speed, carry, spin, smash factor — every number quoted in a review transcript, compared across creators. Highlighted cells are the category leader.
Qi35 trails Elyte by 1.6 mph ball speed and 3.3 yards carry across independent reviews. No TaylorMade product has hit the 170 mph headline yet. That's either a marketing lever or a product call.
Every recommendation in every review, sorted by player type. Qi35 has a positioning problem — creators have narrowed it to one kind of buyer.
Elyte TD gets recommended to twice as many mid-handicaps and 3.4× as many slower-swing players as Qi35. Callaway is winning the inclusivity story. Qi35 needs an HD or MAX companion in the demo cycle.
Themes from 81,400 TaylorMade-related comments and 924 video transcripts. Ranked by volume. Every theme comes with a quote.
Players praise the new P790 for soft feel without giving up distance — a clear edge over Mizuno Pro 245.
“This is the first players-distance iron I've hit that actually feels like a forged blade. Wild what they did with the foam.”
Tour pros and creators call out off-center forgiveness and quiet roll.
“Even my heel mishits are rolling out like a center strike. The MOI on this thing is just absurd.”
Strong link between TaylorMade and PGA Tour wins. Rory and Scheffler equipment changes drive a lot of content.
“You can argue all you want about feel — TaylorMade is putting drivers in the bag of every winner this fall.”
Mid-handicap creators say the Qi35 punishes off-center hits more than Stealth 2 HD. The narrative is forming.
“My toe strikes are losing 18 yards. The Stealth 2 HD held those up. For 12 handicaps, this is a step back.”
Comment threads show resistance to Spider Tour X at $399 and P790 sets above $1,400.
“Four hundred bucks for a putter? I'll keep my Newport, thanks. The price wars in golf are getting silly.”
Recurring complaint that stock shafts on the Qi35 line feel "boardy" — driving aftermarket swaps.
“Don't buy the Qi35 with the stock Diamana. Get a Ventus or Hzrdus. Otherwise you're not seeing what this head can do.”
The eight creators driving the most TaylorMade conversation in October. Brand lean is based on net sentiment across each creator's full history — not just this month.
| Creator | TM Videos | TM Views | Avg Engage | Brand Lean |
|---|---|---|---|---|
@RickShielsGolf 3.1M subs · 12 yr active | 7 | 4.82M | 8.4% | Neutral |
@MeAndMyGolf 958K subs · UK | 5 | 2.14M | 11.2% | TM-positive |
@TXG_Tour 621K subs · Fitter | 9 | 1.78M | 14.6% | Neutral |
@PetersonsGolf 412K subs · 12 hcp | 6 | 1.42M | 9.8% | Callaway-leaning |
@NoLayingUp 387K subs · Editorial | 3 | 1.21M | 12.1% | TM-positive |
@GrantHorvatGolf 1.1M subs · Tour content | 4 | 1.03M | 15.4% | TM-positive |
@TXANGolf 284K subs · Equipment | 8 | 894K | 10.3% | Neutral |
@BobDoeSports 2.4M subs · Lifestyle | 2 | 782K | 7.9% | Neutral |
Timestamped quotes from full transcripts. Four of 218 from this month's library. Click any one to jump to that second in the video.
“My toe strikes are losing 18 yards. The Stealth 2 HD held those up. Real talk — for a 12 handicap, this is a step back. The center strikes are great, but who actually hits center?”
“This is the first players-distance iron I've hit that actually feels like a forged blade at impact. Wild what they did with the new SpeedFoam Air. Forgiveness is also a clear step up.”
“Don't buy the Qi35 with the stock Diamana. Get a Ventus or Hzrdus. Otherwise you're not seeing what this head can do. The head is genuinely brilliant. The shaft is holding it back.”
“You can argue all you want about feel and forgiveness. TaylorMade is putting drivers in the bag of every winner this fall. That's the strongest tour story in the category right now.”
Four moves for November. Each one tied to a number in this report. No guesswork.
The mid-handicap story is solidifying — 1,847 mentions, amplified by Peterson and TXG. Only 34% of videos recommend Qi35 to mid-handicaps vs. 71% for Elyte. Commission a sponsored deep-dive with @MeAndMyGolf or @GrantHorvat showing off-center strike data vs. Stealth 2 HD. Don't argue. Show the numbers.
P790 has the highest sentiment in the category at +0.57. Rick Shiels' Mizuno comparison is generating outsized share. Front-load creator seeding for lower-handicap ambassadors in November before Mizuno responds.
Two problems, same product. The "boardy stock shaft" complaint is the most credible criticism this month. Launch monitor data shows Qi35 trailing Elyte by 1.6 mph across 47 reviews. Either revise the stock shaft or push custom fitting harder.
@PetersonsGolf shifted from neutral to Callaway-leaning over 90 days. He drove 1.42M views of TaylorMade content this month and holds real authority with mid-handicaps — the segment you're losing. A fitting day or product preview could neutralize a forming narrative.
Pulled from 924 TaylorMade-tagged videos. Each section aggregates a different signal — hot takes, matchups, complaints, on-screen exposure, and where the content came from.
Clip-worthy claims that go against category consensus. 47 hot takes this month. 9 involve TaylorMade products.
“You strike it very consistently with this off the deck — you can only strike it in one place effectively. With a 3-wood, you could have a 30 yard differential.”
Contradicts: 3-woods are easier off the deck than mini drivers. Reasoning: deeper face improves consistency.
“Honestly, the Stealth 2 HD was a better mid-handicap club than the Qi35. I'd rather have last year's model. There, I said it.”
Contradicts: newer drivers are always better. Reasoning: direct callout that a discontinued product outperformed the flagship.
“I'd take a properly fit GT4 over the Qi35 ten times out of ten. Stop buying the most marketed driver. Buy the one that fits you.”
Contradicts: tour validation drives consumer choice. Reasoning: fitter authority attacking marketing-driven purchasing.
Two of the top three hot takes compare Qi35 unfavorably to a competitor or a predecessor. Talk to TXG and Peterson within 14 days — before the clips compound.
Every direct head-to-head comparison across 924 videos. Top four matchups by frequency.
47 head-to-heads · Elyte wins overall in 28 (60%). Qi35 wins aesthetics, loses on numbers.
38 head-to-heads · P790 wins overall in 24 (63%). Strongest TaylorMade matchup this month.
24 head-to-heads · Cobra winning on value and forgiveness. Up from 11 matchups in September.
26 head-to-heads · Spider winning forgiveness, losing everywhere else.
Cobra Darkspeed went from 11 to 24 matchups vs Qi35 — up 118%. You're being benchmarked against Cobra more than Ping or Titleist now. Time to recalibrate the competitive briefs.
217 negative product mentions this month. Classified by feature and severity — ready for engineering if you need it.
217 negative product mentions this month
“Don't buy the Qi35 with the stock Diamana. The head is brilliant. The shaft is holding it back. — TXG_Tour”
“My toe strikes are losing 18 yards. The Stealth 2 HD held those up. — PetersonsGolf”
“Four hundred bucks for a putter? The price wars in golf are getting silly. — top comment”
“It's got that hollow tin-can thing going on. Stealth was warmer. — RickShielsGolf”
“The instructions for the back weight movement are bad. Took me 20 minutes. — comment thread”
“The new headcovers feel cheaper than last year. Plastic clip already broke. — bag reveal”
Two severe categories — shaft and forgiveness — hit the same product (Qi35) and the same audience (mid-handicap). Consider a Qi35.5 or HD variant before the November launch window closes.
Frame-by-frame: every logo, headcover, hat, glove, and product close-up across 924 videos.
Total seconds of logo/product visibility across 924 videos
| Brand | On-screen | Distinct cuts | Equiv. ad value |
|---|---|---|---|
TaylorMade Logo · clubs · hats · gloves · balls | 142,840seconds | 8,124 | $487K |
Callaway Logo · clubs · hats · staff bags | 98,210seconds | 5,941 | $334K |
Titleist Logo · balls · clubs · hats | 76,320seconds | 4,308 | $260K |
Ping Logo · clubs · staff bags | 54,180seconds | 3,127 | $185K |
Cobra Logo · clubs · accessories | 41,940seconds | 2,489 | $143K |
$3.40 CPM on golf-vertical inventory · 8,124 distinct on-screen exposures · TaylorMade extending its lead.
TaylorMade is winning the earned media battle — 45% more on-screen time than Callaway despite trailing in share of voice. The product is being shown more than it's being talked about.
Every video sorted by independence. Brand-owned content is excluded from the headline numbers — sections 1 through 9 reflect independent and disclosed-sponsored sources only.
71% of TaylorMade videos · weighted 1.0×
20% of TaylorMade videos · weighted 0.6×
9% of TaylorMade videos · excluded from sentiment
Include brand-owned content and headline net sentiment would read +0.58 instead of +0.41. That +0.17 lift is your own marketing — not a real category signal. The filter stays on by default.
One report, any category. Golf, gear, auto, tech, and more. No setup. No integrations. Every claim comes with a timestamp.
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