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LGBT Reaction to Olympic Sponsors and Advertisers

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Fri, 21/02/2014 - 06:54
Ted Marzilli
Olympics LGBT

Although not an official sponsor, Chevrolet may be seeing the potential sales benefits for featuring two ads during the U.S. Olympic broadcasts that conspicuously feature gay families to promote “The New Us.” LGBT perception for the car manufacturer has skyrocketed since the Olympics began, and so has purchase consideration, which is an indicator of potential sales.

At the same time, for the general population, both consumer perception and purchase consideration levels for Chevrolet have not moved much at all over the past 10 days.

The Sochi Winter Olympics seemed to be ripe for sponsor backlash from consumers in light of Russia’s harsh anti-gay laws. However, YouGov BrandIndex research shows this is not the case: LGBT perception of most official sponsors has actually moved in a positive direction, with the biggest gains from Volkswagen, Chobani, Coca Cola and United Airlines.

It’s no surprise Coca Cola lands on this list: they aired the first Super Bowl ad to feature a gay family a week before Olympic opening ceremonies.

Some brands have vocally condemned Russia’s oppressive laws and even posted LGBT-supportive images on their Facebook and Twitter feeds. For example, Chobani tweeted a stack of yogurt cups representing the colors of the rainbow with the tagline “Naturally Empowering Everyone” when opening ceremonies took place. Chobani has taken the greatest jump in purchase consideration of all Olympic sponsors with the LGBT demographic, followed by Liberty Mutual and GE.

YouGov BrandIndex’s Buzz score ranges from 100 to -100 and is compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.

The Purchase Consideration and Word Of Mouth scores range is from 0% to 100%.

The Purchase Consideration chart was updated to reflect a change from TD Bank to TD Ameritrade. March 18 2014

Buzz: Olympic Sponsors
Buzz: Olympic Sponsors
Purchase Consideration: Olympic Sponsors
Purchase Consideration: Olympic Sponsors
Buzz: Chevrolet, Gen Pop, LGBT
Buzz: Chevrolet, Gen Pop, LGBT
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