United Airlines, NBC-TV, and BP had the most statistically significant consumer perception gains over the course of the Rio Olympics of all the official tournament sponsors compared to where they were in July.
As noted in our Olympics first week report, four of the top 10 Olympics advertising spenders were in the automotive category – and in a crowded field, none of them appeared to break through the clutter and generate significant improvements in consumer scores.
Buzz “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?"
United Airlines has been Team USA’s official airline for 35 years, so it was perhaps fait accompli that its agency mcgarrybowen put the athletes front and center in its “One Journey Two Teams” spot premiering on YouTube two weeks before the tournament began. The 60-second ad then aired during the Olympics Opening Ceremony.
AT&T came very close to crossing the significance threshold. Since 1984, AT&T has sponsored Team USA and some of its governing bodies, such as swimming, gymnastics and soccer.
Word of Mouth "Which of the following brands have you talked about with friends and family in the past two weeks (whether in person, online or through social media)?"
In week one, Olympics broadcaster NBC made a large enough leap in Word Of Mouth score to make it the only brand to pass a statistically significant threshold. That held true for the Olympics period overall. However, while Word of Mouth increased significantly for the broadcaster, its Buzz score actually declined during the second half of the Olympics. That decline could be attributable to some of the criticism the network attracted over its delayed coverage and commentary during the games, its role in the Ryan Lochte robbery incident, as well as a general ratings decline compared to the 2012 summer games in London.
Purchase Consideration "When you are in the market next to purchase items in this particular category, from which of the following brands would you consider purchasing?”
In this all important metric of potential revenue, BP edged just ahead of NBC in making the biggest gains. Creating its own #energy within hashtag, BP has been sponsoring the British Olympic Association since 2008. BP’s campaign featured Olympic champions and focused on the theory that athletes have a certain energy within that propels them to the top of their game.
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%.
* For NBC the Purchase Consideration question is "Which of the following broadcast and cable networks would you consider watching?"