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Olympic effect for Twitter and NBC

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US
Fri, 03/08/2012 - 13:38
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Despite social media criticism for its tape delayed airing of Olympic events, NBC-TV’s brand has seen soaring consumer perception levels.

However, NBC-TV has not come through the early parts of their coverage totally unscathed: its brand loyalty measurements have dipped since the Olympics began, possibly indicating that the Olympics may not help the NBC brand in promoting its overall programming.
Twitter has not had smooth sailing with consumers either this week, after turning off the account of journalist Guy Adams for posting an NBC executive’s e-mail address. Attention to Twitter spiked over NBC’s levels the last few days, but its perception has trended downward, likely from the negative media attention given to the social network, which apologized and reactivated the account on Wednesday.

NBC-TV and Twitter were measured with the following YouGov BrandIndex scores: Attention, which asks respondents "Have you heard anything about the brand in the last two weeks?"; Buzz, which asks “If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?”; and Willingness to Recommend, which asks "Would you recommend the brand to a friend?"
YouGov BrandIndex measurement scores range from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.

NBC’s Buzz score shot up from -12 two days before Opening Ceremonies to 12 as of this past Tuesday.

Once Opening Ceremonies took place, NBC’s Recommendation score sank sharply from 22 on July 27th to its present -5.

NBC’s Attention score of 36 was eclipsed by Twitter between this past Monday and Tuesday, as the Guy Adams story gained steam. Twitter’s Buzz score dove at the same time, going from a 6 score on July 25th to a current score of -1.

Twitter versus NBC Buzz scores
Twitter versus NBC Buzz scores
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