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| |Ninety-days Out |
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The Global Language Monitor
November 2013
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Paul JJ Payack, President & Chief Word Analyst
Copyright ©2013 by The Global Language Monitor
Confidential and Proprietary
All Rights Reserved.
No part of this document may be reproduced in any format without written permission with the exception of short, properly attributed quotations.
All copyrights are the property of their respective owners.
November 2013
For more information call: +1.512.815.8836
Table of Contents
The Marketing Race to the Sochi Olympics is on 5
Methodology 9
The Rio Summer Games of 2016 11
Final Olympic Brand Affiliation Rankings of the London Games 14
Sponsors and London 2012 19
Ambush Marketing and London 2012 19
Preparations for Sochi 2014 19
The London 2012 Competitive Field 21
Worldwide Olympic Partners 21
London 2012 Official Olympic Partners 22
London 2012 Official Olympic Supporters 22
First Ambush Marketing Rankings for London 2012 Olympics 23
Ambush Marketers Confusing London 2012 Consumers after Report from iSportConnect 30
Red Bull Top Ambusher at Vancouver; P&G No. 1 Sponsor 32
Vancouver Olympics Ambush Marketers Tracked 35
Verizon, Subway & Pepsi among top Ambush marketers at Vancouver Games 35
Winter Olympics tracked by the TrendTopper Ambush Index 35
Naming and shaming for Olympic ambush marketers (Reuters) 35
Who really won in Vancouver: Ambushers 38
GLM Tracked Beijing Olympics (2008) 40
Olympic Games Generate Historic Impact on Lenovo Brand 40
The Beijing Medal Round 42
Lenovo Takes the Gold Pulling Away, 42
J&J Finishes Strong Edging McDonald’s, 42
Coca-Cola Leaps over Rivals 42
Beijing Olympic MediaBuzz Medal Round: ATHLETES 45
Phelps Takes Gold 45
Newly-coined Media Star Lin Miaoke takes the Silver 45
Nastia Liunkin Edges Shawn Johnson for Bronze 45
Beijing Olympian Media Buzz: The Athletes Ranked, Midway Point 47
Olympic Global Sponsors vs. Ambush Marketers 50
GLM TrendTopper™ Analysis: Olympics Week 2 50
Mickey D surges to Top, J&J a strong No. 2, Visa up to No.3 50
Lenovo strong, but Coke & Kodak fall 50
Forbes: Sponsors step up pace to get Olympic mileage 50
Olympic Global Sponsors vs. Ambush Marketers 50
GLM TrendTopper™ Analysis: Beijing Olympics Week 1 52
• Samsung Vaults to Top, 52
• Coke Close Second, 52
• McDonald’s Moves Up to No. 3 52
About Global Language Monitor 54
Background 54
The Leading Brand Affiliation Indicators (BAI) 55
GLM’s Narrative Tracker 56
GLM Methodologies 56
GLM Products and Services 57
The Brand Affiliation Index (BAI) 57
GLM as a Source of Record 58
The Ambush Marketing Race to the Sochi Olympics Continues
Key Trends
• In a reverse from the prior three Olympiads, Ambushers and non-affiliated marketers trailed Olympic Partners at six months out
• In what can only be described as a minor surprise, the Ambushers have made up all their trailing ground in the last ninety days (Average BAIs now stand at 83.32 to 83.25 in favor of the Ambushers)
• The Partners that usually lead the pack (P&G, Coca-Cola, and McDonald's) have yet to make their moves)
• The Proposed Boycotts to support Gay Rights have not as yet created a discernable effect (Though we are monitoring the situation)
Ninety days out from the Sochi Winter Olympics, the race for the Top Marketers (both Partners and Non-affiliated) is taking its final form according to a report released by the Global Language Monitor, the brand equity trend tracking firm. (The Global Language Monitor has been conducting brand audits of the Top Olympic Partners and their non-affiliated competitors since the Beijing Summer Games.)
In November 2013, three brands among Sochi’s ten Worldwide Olympic Partners, P&G, Samsung and GE, have already achieved significant brand affiliation with Sochi, while McDonald’s, Panasonic and Coca-Cola have had some brand affiliation.
The Sochi Winter Olympics have ten Worldwide Olympic Partners: Atos Origin, Coca-Cola, Dow Chemical, General Electric, McDonald’s, Omega watches. Panasonic, Procter & Gamble (P&G), Samsung, and Visa Card.
Global Language Monitor performs brand audits, enabling organizations to judge their brand performance between and among their competitors and their peers.
The higher the BAI (Brand Affiliation Index) the closer the brand affiliation with the primary brand, in this case the Sochi Winter Olympics.
Below are the BAI rankings among the Official Sponsors. For example, Samsung current has some four times the branded affiliation with the Sochi games than McDonald’s, and three times that of P&G and Coca-Cola.
|Rank |Olympic Partners |Sochi 2014 BAI |
|1 |Samsung |223.1 |
|2 |GE |182.6 |
|3 |Omega |117.5 |
|4 |Dow |99.4 |
|5 |P&G |83.6 |
|6 |Coca-Cola |83.0 |
|7 |Panasonic |81.8 |
|8 |McDonald's |55.8 |
|9 |Visa Card |37.6 |
|10 |Atos Origin |34.8 |
|© Global Language Monitor |
Sochi’s Top Official Sponsors with Brand Affiliation Index Rankings
The non-affiliated marketers (or ambush) typically put considerable pressure on these official sponsors, since they share, or even co-opt, much of the brand equity of the Olympic movement without contributing to the costs of the Games.
The Non-affiliated Marketers perceived to be in competition with the Worldwide Olympic Partners for a share of the 2014 Sochi Winter Olympics’ brand equity, include: Adidas, DuPont, IBM Global Services, Nike, Omega, Panasonic, Pepsi, P&G, Red Bull, Samsung, Subway, and Visa Card, among others.
Some of these compete head-to-head with the Top Sponsors, such as IBM Global Services (vs. Atos Origin), Pepsi and Red Bull (vs. Coca-Cola), DuPont (vs. Dow Chemical), Royal Philips (vs. General Electric), while others simply co-opt the Olympic brand equity to their own particular advantage.
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Sochi’s Top Non-affiliated Marketers with Brand Affiliation Index Rankings
Overall, the Non-affiliated Marketers BAI made up much of the ground between the Partners and when measured by GLM’s Brand Affiliation Index, as shown below.
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Partners and Non-affiliated Marketers by Average BAI
Fully freighted, the cost of being a Top Olympic partner can approach a billion USD over an entire Olympiad, or the four year period between Summer or Winter Games. This cost includes the IOC rights fee, associated business development and the cost of advertising, merchandising, and the many other marketing activities undertaken by the Top Sponsors. Most of the Top Sponsors have signed multi- Olympic contracts that include Summer, Winter and Paralympics. New Olympic festivals, such as the Youth Games, are beginning to make their presence felt on the international sporting scene.
Therefore any Olympic brand equity transferred to the Non-affiliated (or ambushers), can mount to hundreds of millions of dollars in value, or more. Consequently the IOC, and the host-country Organizing Committees have created ever more stringent rules about the unlicensed use of the official Olympic brand images, who can use them, how they can be used, geographic restrictions, and even going so far as to limit various word pairings and combinations that might be construed as referring to the Games, the individual events, or participating athletes.
To better understand the seriousness of the ‘value leak’ of the Olympic brand equity, GLM then combined the BAIs against each other in a single ranking. When measured by BAI, five of the top ten spots are occupied by the Non-affiliated Marketers – with the bottom six spots held by Top Sponsors, as shown below
| |Partners and Ambushers|BAI |Relationship |
|Rank | | | |
|1 |Philips |255.10 |Ambusher |
|2 |Samsung |223.10 |Partner |
|3 |Starbucks |202.00 |Ambusher |
|4 |GE |182.60 |Partner |
|5 |DuPont |166.30 |Ambusher |
|6 |Pepsi |118.20 |Ambusher |
|7 |Omega |117.50 |Partner |
|8 |Unilever |107.30 |Ambusher |
|9 |Dow |99.40 |Partner |
|10 |Coca-Cola |83.60 |Partner |
|11 |P&G |83.60 |Partner |
|12 |Panasonic |81.80 |Partner |
|13 |McDonald's |55.80 |Partner |
|14 |IBM Gl Svc |44.10 |Ambusher |
|15 |Visa Card |37.60 |Partner |
|16 |Atos Origin |34.80 |Partner |
|17 |Subway |22.50 |Ambusher |
|18 |Siemens |22.40 |Ambusher |
|19 |Nike |19.30 |Ambusher |
|20 |Red Bull |18.50 |Ambusher |
|21 |Adidas |17.20 |Ambusher |
|22 |Rolex |6.12 |Ambusher |
| |© The Global Language Monitor |
Sochi Top Sponsors and Non-affiliated Marketers in a Single Ranking
Another way of viewing the competition is to see the raw numerical change (both up and down) since the September assessment. Here we see the top numerical mover being an ambusher, Starbucks (+175.27) with P&G being the laggard among the Partners gaining a mere 6.8 in the interim.
DuPont, Pepsi, Philips and Unilever all made significant strides as Ambushers with the Coke, Panasonic and McDonald brands firmly in the middle.
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Numerical Change by BAI from September to November
The Olympic Partners hold an encouraging nine of the top ten spots in BAI growth by percentage. Only Starbucks at the No. 4 spot breaks into the top ten amongst the Partners. On the other hand P&G trails the other partners with a growth rate of only 8%, as shown below.
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Sochi Winter Olympics Worldwide Partners vs. Non-affiliated Marketers Ranked by BAI
Methodology
GLM measured the Worldwide Olympic Partners by the strength of their brand affiliation to the brand of the Sochi Winter Games, themselves.
GLM then uses the same measurements against a number of competitors who are perceived to have an affiliation with the Games. Finally, the BAIs are ranked according to the relative strengths of the non-affiliated competitors. (Note: Not all competitors are true ambush marketing brands to the official Olympic sponsors since they are not intentionally attempting to co-opt Olympic brand equity, therefore the term ‘Non-affiliated Marketers.)
The Rio Summer Games of 2016 -- September Report
Scheduled Update – Early January2014 (will provide preview of research as required)
Some three years before the start of the XXXI Summer Games on August 5, 2016 the Worldwide Olympic Partners are already reaping the branding benefits of being linked to the Summer Games, as shown below.
The Top Partners are grouped into moderate (60-30), low (20-10) and extremely low (>10) BAIs.
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The Worldwide Olympic Partners Ranked for Their Brand Affiliation Index for the 2016 Rio Summer Games
In August 2013, Dow Chemical led all Worldwide Olympic Partners for the 2016 Rio Summer Games with a BAI 50X stronger than Sochi. The Panasonic and Coke brands also moved up to Nos. 2 and 3 from their fifth and sixth positions for Sochi.
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The Average BAIs for both WW Olympic Partners and Non-affiliated Marketers for Rio
As with Sochi, the Rio Ambushers lead the Worldwide Olympic Partners in August 2013 by a margin of approximately 3:1.
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Non-affiliated Markets Ranked for Rio
The severity of Olympic ‘value leaks’ can be demonstrated by the fact that they are already occurring with the Rio Summer Games of 2016, some three years away.
IBM Global Services leads the Non-affiliated Marketers for Rio moving up from the No. 10 spot for Sochi and increasing in value by more than 400%. Other big movers include: DuPont dropping six places to No. 11, Siemens falling from No. 2 to No. 10, and Adidas falling to No. 5 from No. 3 in the Sochi rankings. On the positive side, Rolex moved up to No. 3 up in the rankings.
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Combined Worldwide Olympic Partners and Non-affiliated Marketer Rankings for Rio
The following depicts the divergence of Rio Summer Olympics Worldwide Partners vs. Non-affiliated Marketers Ranked by BAI.
Rio Summer Olympics Worldwide Partners vs. Non-affiliated Marketers Ranked by BAI
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Final Olympic Brand Affiliation Rankings of the London Games
Who Actually Won the London Games?
The final Olympic Brand Affiliation Rankings of the London Games were announced by the Global Language Monitor, earlier today. The longitudinal study began in July 2011 and tracks the top three tiers of official Olympic sponsors, as designated by the LOGOC and the IOC – as well as their primary affiliated and non-affiliated competitors.
“The Olympics have the ability of make, break, energize, or hasten the decline of global brands. As they become an ever larger presence in an ever more wired world their importance to the global marketing community will only increase in new (and possibly disruptive) ways,” said Paul JJ Payack, president and chief word analyst of the Global Language Monitor. “Successfully affiliating one’s brand with the Olympics can result in billions of dollars in revenue differential.”
This study was conducted by according to the latest Brand Affiliation Index (BAI) analysis by the Global Language Monitor, the Internet media trend tracking company.
Among the highlights:
In spite of it ambush theatrics, Nike was bested over the entire year by an 85.0 t0 79.7 BAI margin. In fact Adidas score higher in the second quarter than Nike’s spike in the aftermath of its ambush stunt.
• Royal Philips was the top-branded affiliate overall with an extraordinary BAI of 847.0.
• Coca-Cola scored twice the BAI of both Pepsi and the usually aggressive Red Bull.
• United Airlines and Air France outdistanced BA by considerable margins. BA bested only Lufthansa.
• ExxonMobil came in at No. 4 overall, outpacing Sponsor BP by some 6:1.
• Royal Philips, Manpower, CVC Capital, ExxonMobil, IBM Global, and Schroders all ranked higher than any sponsor at any level.
• P&G did not score as well as during the last two Olympics, but smartly outranked rival Unilever.
• In a major B2B upset, Ericsson dominated Cisco by a BAI score of 106.0 to 13.7.
TOP Sponsors
The sponsors most adept at affiliating their brand with that of the London 2012 Games for the entire Olympic year are ranked below:
• Panasonic — The top TOP sponsor but No. 4 overall in the category.
• Coca-Cola — Consistently ranked highly throughout the Olympic year, beating Red Bull by a comfortable margin.
• McDonald’s — Strong and steady showing against six persistent competitors.
• P&G — Peaked early in Q1 tailed off during the Games, themselves.
• Acer — Battled Lenovo, Dell and HP and won the day.
• Dow — Fell short of both DuPont and BASF.
• Atos Origen –Lagged behind IBM Global and CAPGenimi.
• Visa Card — BarclayCard was much the stronger.
• GE – Royal Philips finished No. 1 Overall, 10X stronger than General Electric.
• Omega — Nearly doubled the BAI of Rolex.
• Samsung — Though the official sponsor, Samsung’s could not penetrate Sony’s brand persona
The Top Ambush Marketers for the London 2012 Olympics
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The Top Ambush Marketers for the London 2012 Olympics
There are a number of other levels and forms of sponsorship including national sponsorships such as those companies sponsoring the USOC. The real cost of being a TOP partner ranges from a $500 billion to over a trillion dollar investment to companies that sign on for sponsorships spanning several Olympiads.
Sponsors and London 2012
USOC Sponsors used the London 2012 Olympic and Paralympic Games to promote and tighten their brand affiliation with the Games. At the same time USOC Sponsors faced a daunting task: Namely, how to extend and expand their brands in the face of competitors:
1) Intent on ‘appropriating’ brand-equity from the USOC, and
2) Determined to outflank the USOC’s long-term and highly successful relationship with the Olympic movement
These Non-affiliated (or Ambush} organizations will do this by leveraging, manipulating, and exploiting their own perceived affiliation with London 2012.
Ambush Marketing and London 2012
GLM has been tracking the Olympics since Athens and ‘Ambush Marketing’ activities at the world‘s great sporting events (FIFA, Olympics, etc.) since the Beijing Olympics.
Our efforts have been well documented, (“Contemporary Sport Management,” Human Kinetics, 2011; “How Lenovo deploys powerful creative sponsorship activation techniques for a global brand”, Journal of Sponsorship, Volume 3, Number 3; “Breaking Through With Sports Marketing,” Perspective Magazine, 2009”).
As the Olympics have become centerpieces of the Interconnected Earth, ambush marketing has become an ever more important issue to global brands. The Global Language Monitor’s Brand Affiliation Index analyses were created to better understand the relationship between official sponsors and those that have learned how to leverage their marketing efforts against the Olympics, while avoiding any associated costs.
Preparations for Sochi 2014
Looking ahead to Sochi 2014, it seems “appropriate” to partner with the vision of the 2014 Sochi Cultural Olympiad Project. The same values being portrayed by this new Russian project match closely with McDonald’s aim at promoting a sense of community and a focus on Children’s Well-Being.
The official mission of the Sochi 2014 Cultural Olympiad is:
“To preserve and increase the unique cultural wealth of Russia, to involve every Russian person in the grandiose celebrations,
and to host the very best Winter Games for our guests in 2014. The project will include a number of competitions, many of which will carry a social significance, the aim of which being to uncover the creative potential of orphans and people with disability.”
Each year leading up to the Games was dedicated to a different art form: Cinema (2010), Theater (2011), Music (2012) and Museums (2013).
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The TOP Sponsors are already making an Impression on Sochi 2014
The London 2012 Competitive Field
There were some 10,500 athletes from 206 nations at the London 2012 Olympic and Paralympic Games. This is a positive, very real endorsement of Olympic Ideals and their importance in the cultural life of the planet since the Games were re-introduced more than a century ago.
However, to many in the global business community another very real took place in an ‘in plain sight’ yet ‘behind the scenes’ struggle at the London 2012 Olympic Games. This is what the Global Language Monitor has come to describe as the struggle for supremacy in the London 2012 ‘Affiliated Branding’ battle.
GLM uses the phrase ‘brand affiliation’ as well as ‘ambush marketing’ because not all of these struggles were illegal; some actually represented the persistence of highly successful affiliations with Olympiads of the recent, or in some cases not so recent, past. Still others were the result of carefully calculated, nuanced, and focused campaigns to illicitly share in and acquire Olympics-related brand equity.
There were twenty-five official partners and supporters for London 2012, divided into three categories: Worldwide Olympic Partners, Olympic Partners and Olympic Supporters, as listed below. In addition, there are partnerships with the USOC, as well as numerous suppliers.
Worldwide Olympic Partners
There were eleven Worldwide Olympic Partners.
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London 2012 Official Olympic Partners
There were seven Official Olympic Partners.
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London 2012 Official Olympic Supporters
There were seven Official Olympic Supporters.
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When analyzing only the Worldwide Partners themselves, we wsitnesses a wide range in variation among the Partner Indexes with global thought-leaders like McDonald’s landing the fifth position (out of 11). There was significant movement in all categories from Q3 to Q4 2011.
Figure 1 shows the Worldwide Olympic Partner field according to the BAI in Q3 2011.
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Figure 1. Worldwide Partners 3Q 2011 BAI
Such is the power of the Olympics brand that each of the official partners and supporters finds itself in battles with any number of competitors who attempt to appropriate some of the benefits of affiliating themselves with the Olympic Movement without freighting what the IOC considers their fair share of the cost.
GLM found that each of the twenty-five official sponsors faced particularly intransigent non-affiliated competition both legal and illegitimate.
First Ambush Marketing Rankings for London 2012 Olympics
Sony, Subway, DuPont, Barclay Card, Lenovo Top Non-sponsors on Brand Affiliation Index for London 2012
Samsung, McDonald's, Visa, Dow and P&G Top Sponsors on the Brand Affiliation Index for London 2012
Austin, Texas, September 20, 2011. Sony, Subway, DuPont, Barclay Card, and Lenovo head the inaugural Ambush Marketing Rankings for London 2012. The Ambush Marketing Rankings for London 2012 were released earlier today by The Global Language Monitor (GLM), the Internet and Media Trend Tracking Company.
In the rankings, GLM measures the strength of the brand affiliation for each official Olympic sponsor as well as those of their primary competitors. Among Worldwide Partners, Samsung, McDonald's, Visa, Dow and P&G scored the highest on GLM’s Brand Affiliation Index for London 2012
Ambush Marketers can and often do outperform official sponsors. The term ambush marketing is well understood to mean that an organization knowingly exploits a brand affiliation with the perceived Olympic sponsors according to their presence in the global media, and statistically linked to the London Games, qualify for the Ambush Index.
“GLM measures whatever perceived relationship exists between their organizations and London 2012”, "said Paul JJ Payack president of the Austin, Texas based Global Language Monitor. "In some cases the brand affiliation is due to successful current or past affiliations, such as that of Lenovo and the Games.
Other times, it is because of clever (and legal) marketing efforts that exploit a company's association with individual Olympians or sports in general, such as Subway ads with an Olympic who has come to symbolize the games themselves, or Red Bull securing naming rights to the Cycling venue."
Among Worldwide Partners, the companies with the highest Brand Affiliation Index for London 2012 follow:
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Leaders: Highest Brand Affiliation Index
Samsung and the others are tightly tied to the upcoming games. Not all organizations are faring as well in the BAI. Here a few of the laggards in having their identities tied to London 2012.
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Laggards: Lowest Brand Affiliation Index
Among Worldwide Partners, non-sponsor Sony scores a far higher BAI than the Official Worldwide Partner, Panasonic. The same is true for Lenovo and Acer as well as Subway.
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Non-sponsors with Higher BAI than Official Sponsors
Finally, the scores of all organizations are indexed against each other, to better understand the relative Brand Equity rankings of Sponsor vs. Non-sponsor. So non-sponsor Nike has 13X more brand equity associated with London 2012 than the Official Partner, Adidas, while the Official Partner BA’s three main competitors combined have only a fraction of the associated brand equity associated compared to BA.
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The BAI Differentiator Shows Relative Brand Equity
The Olympics are still some months off, enough time for the laggards to improve their performance.
Clever Marketers Are Ahead Of Official Olympic Sponsors
By Toni Fitzgerald, MediaLife
Sep 12, 2011
Sometimes perception is better than reality, and so it is for the brands that have managed to associate themselves with the Olympic Games without paying the exorbitant rights fees that come with official sponsorship.
They're commonly referred to as ambush marketers, and though the London Games are still nearly a year away, some ambush marketers are making more of an impression on Olympic fans than the official sponsors.
That's according to the first ambush marketing rankings for the London 2012 Olympic Games, released by The Global Language Monitor (GLM), which measures the strength of the brand affiliation between each of the worldwide partners, official partners, and official sponsors and the London Games and then compares it to competing companies that are not officially affiliated with the Games.
Sony, Subway, DuPont, Barclay Card and Lenovo are the top five companies with the highest unofficial London brand affiliation. All have a stronger association with the Games than the official sponsors they compete against.
They've achieved this by incorporating Olympic imagery into their ads, such as athletes competing in the sports being contested in London.
Though some object to the term "ambush," it's it is clear that their intention is to gain the positive affiliation with the Games without paying the sponsorship fees, which cost in the nine-figure range for a top-level sponsorship.
"Few things in top tier consumer-facing companies occur 'naturally' or 'spontaneously,' especially when they are engineered to look that way," says Paul JJ Payack, president of GLM.
"This is why advertisers adept at associating themselves with an event, even though they are not ‘official’ sponsors of that event, can often outperform official sponsors."
Subway, for instance, is roughly two times as likely as official Olympics sponsor McDonald's to be associated with the Games.
That's mainly because swimmer Michael Phelps, the most decorated Summer Olympian ever, appears in Subway ads.
"Subway is acknowledged as a leader in this regard [ambush marketing] with their close ties to Michael Phelps, who in many minds personifies the Olympic brand and spirit: clean-living, hard-work, pulling himself up by his own bootstraps," says Payak.
Some sponsors are still reaping the benefits of past sponsorship. Lenovo, for example, ended its sponsorship deal after the 2008 Beijing Games, but the company is three times as likely as the computer vendor that took its place, Acer, to be associated with the Olympics.
The benefit to these ambush marketers is clear.
They get all of the positives of Olympic sponsorship – the feel-good vibes, the legitimacy, the eyeballs – at a much lower expense.
The International Olympic Committee is not happy about this, of course.
During last year's Vancouver Games, it successfully lobbied the Canadian Parliament to pass a bill restricting the use of certain combinations of words and numbers in advertising, such as snow, winter and games, to prevent non-sponsors from piggybacking on the Games.
Still, clever advertisers always find a way around that.
Red Bull, which consistently ranks near the top of the ambush list, recently bought naming rights to the new velodrome in London that will house the indoor bicycle events, ensuring the brand name will be heard in broadcasts even if its ads will not.
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'Ambush Marketing' Outlawed at London Olympics
Mark Knight, Huffington Post UK, 12/21/2011 If you are not an official sponsor and are thinking of piggy backing next year's London Olympic Games with a timely promotion, you need to read the rules very carefully to avoid the risk of a heavy fine or even jail.
The most comprehensive and exacting regulations on advertising and marketing ever introduced for an Olympics games have come into force in England, under the London Olympic and Paralympic Games Act 2006, putting in place strict rules to combat 'ambush marketing' campaigns and other ways of exploiting the London 2012 Olympics and Paralympics brands.
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'Ambush marketing' is where a company or an individual gives the impression that the product or service they are selling are in some way associated with the Olympics without having an official sponsorship agreement. Any mention of Olympics or London 2012 in a context which is deemed to take advantage of the games, without written approval, will be deemed as illegal.
Already, according to media reports, between 50 and 100 cases, many in video, print and online, are being examined at any one time by the London Organising Committee for the Olympic Games (LOCOG).
The act marks a departure from previous Olympic legislation by placing greater onus on individuals to prove their innocence if accused of violating the rules on their company's behalf. Any company or individual attempting 'ambush marketing' stunts face fines of £20,000 or even jail.
The legislation even outlaws "advertising on the human body" as part of the crackdown on guerrilla marketing. In Athens in 2004, a man dressed in a tutu invaded the diving pool with the name of an internet company painted on his bare chest. The stiff punishment was described by the Department for Culture, Media and Sport as "right and proportionate."
In addition, the Advertising and Street Trading Regulations for London 2012, aim to define zones of controlled advertising around Olympic venues throughout the UK to protect the official Olympic sponsors and advertisers who have paid close to £700 million, approximately a third of the games' budget, from having their investment damaged by unofficial 'ambush advertising'. London's iconic structures and monuments, such as the Palace of Westminster and Westminster Abbey, are also deemed vulnerable to ambush marketing and have been included in the controlled advertising zone.
The Regulations state what advertising will be regulated, this includes poster advertising and imaginative forms of advertising, (such as give-aways and aerial advertising), and will include trading on private land, all within 200m of Olympic venues and for a certain period .
Earlier this year, LOCOG auctioned off more than 4,000 packages of prime advertising space, such as poster sites throughout London and other cities hosting Olympic events in the UK. Although it was described as an open auction, top tier partners of the IOC and LOCOG had first rights for two weeks, followed by other companies that already have paid for sponsorship deals.
Companies are being urged to introduce 'anti-ambush marketing' policies before next year's games to avoid staff being held liable for infringing Olympic legislation. Board directors wishing to avoid personal liability for infringements by over-enthusiastic marketers and agencies will have to implement written policies to help to show they have taken all reasonable steps to avoid a breach.
So, before you embark on any Olympic promotions, read the small print carefully - the sponsorship police are watching closely.
Ambush Marketers Confusing London 2012 Consumers after Report from iSportConnect
Thursday, 13 October 2011 12:17
In a recent study carried out by Marketing Week has showed that consumer awareness of brands involvement in London 2012 is fairly poor with MasterCard, Nike and Sony all considered official sponsors when they are not.
In a specially commissioned survey of 1,000 consumers run by Lightspeed Research last month, the big-name brands that people wrongly think are sponsors include MasterCard, Nike, Sony, HSBC, Pepsi and Dell. Lightspeed gave consumers a list of brands and asked them to say whether they are sponsors of the games or not. The results reveal that 20% think MasterCard is sponsoring London 2012, compared with 27% who correctly identify Visa as an official sponsor.
Adidas gets 14% in terms of prompted awareness of its £100m sponsorship, compared with 15% of people who wrongly think that rival Nike is involved with the games. However, Coca-Cola trumps Pepsi, with 38% correctly identifying Coke as an official supporter, compared with 9% who think Pepsi is the official soft drinks supplier.
Ralph Risk, Lightspeed’s EMEA marketing director, says the public’s false perceptions of non-Olympics sponsor brands are forgivable because of the “halo effects” of big brand activities. “People automatically assume big brands are involved in big events,” he says.
The consensus across the Frontline panel is that large multinational brands stick in the minds of consumers anyway. However, the brand power of official London 2012 partners McDonald’s and Coca-Cola sees them hold their own against outsiders. They top the prompted recall list at 39% and 38% respectively.
But the panel also concurs that any fears of ambush marketing by non-sponsors will encourage official partner brands to communicate their sponsorship very clearly.
Stephen Vaughan at official Olympics partner Thomas Cook says: “I think the ambush marketing activities around 2012 will be 10 times worse compared to what has happened before. Brands will use the Union flag, carefully worded copy or former athletes to establish a link. It just makes me more determined to ensure the quality of our official communications.”
Business brands that have signed up to become official Olympics partners such as Dow, Adecco, Cisco and Deloitte are at the bottom of the prompted recall ranking thanks to the nature of their sector and lack of consumer awareness. The majority of respondents also indicate that they do not know what these brands do.
Lightspeed’s Risk says: “You would expect business-to-business brands to be looking at how they talk to their partners and clients about their Olympic activity. It probably wouldn't give them that much bang for their buck by talking to general consumers.”
This comes after a Global Language Monitor report analyzing ambush marketing.
Vancouver: Red Bull Top Ambusher; P&G No. 1 Sponsor
Who really won in Vancouver: Ambushers
Four of the five top brands at the Winter Games (MediaLife Magazine)
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Red Bull Top Ambush Marketer at Vancouver Olympics
Proctor & Gamble, the No. 1 Olympic Sponsor of Any Type
Ambushers Pepsi and Verizon Best Sponsors Coca-Cola and AT&T
Subway Still Strong
“Gang of Five” Canadians beat all IOC sponsors except Visa
Austin, TX March 24, 2010 – The final TrendTopper Ambush Index™ of the Vancouver Winter Olympics 2010 by Austin-based Global Language Monitor, has shown, once again, how companies adept at associating themselves with an event, even though they are not ‘official’ sponsors of that event, can often outperform official sponsors.
Specifically, for the Vancouver Olympics, TrendTopper AI has found that:
• Red Bull and the Martin Scorsese film ‘Shutter Island’ are the top Ambush Marketers. ‘Shutter Island’ forged its Olympic linkage by running innumerable prime-time ads during NBC’s exclusive coverage of the event.
• Ambusher Pepsi beat sponsor Coca-Cola; Ambusher Verizon beat sponsor AT&T.
• Subway, with it ongoing campaign with mega-medal winner Michael Phelps maintained strong ties to the Games.
• The ‘Gang of Five,’ the smaller Canadian Ambushers (Blenz Coffee, Howe Sound Brewing, Lululemon, Scotiabank, and Roots Canada) all beat all IOC sponsors with the exception of Visa (which was bested by four of the five).
• Proctor & Gamble performed surprisingly well as No. 2 overall and the No. 1 Sponsor of any type.
In addition, the analysis found that past official sponsors appear to bask in the glow of their Olympic association for some time after the quadrennial event with past-sponsor Lenovo outpacing current sponsors Acer and Samsung.
“Do Olympic Sponsorships actually pay off for official sponsors? That’s the question that has advertisers buzzing,” said Paul JJ Payack, president and chief word analyst of GLM. “Since TrendTopper AI measures all perceived Olympic sponsors according to their presence in the global media, If they are statistically linked to the Vancouver Games, they qualify for the Ambush Index.”
The TrendTopper Ambush Index tracks brand media presence in relation to the Winter Games. It’s based upon GLM’s Predictive Quantities Index, a proprietary algorithm that tracks words and phrases in print and electronic media, on the Internet and throughout the blogosphere, now including social media. The words and phrases are tracked in relation to their frequency, contextual usage and appearance in global media outlets.
For the 2009 – 2012 Olympic Quadrennial, there are nine Global Partners: Coca-Cola, Acer, GE, McDonalds, Omega, Panasonic, Samsung, Visa, and AT&T. The United States Olympic Committee (USOC) has two additional national partners: P&G and the Budweiser unit of inBev. The Canadian Olympic committee has a number of local partners, of which five were included: Deloitte, Tyson Foods, United Airlines, Hilton and Nike.
For this analysis, the Ambush Marketers included: Verizon, Subway, Pepsi, MasterCard and Adidas in the Global Category. The National Category included Lululemon Athletica, Blenz Coffee, Roots Canada, Scotiabank and Howe Sound Brewing. Past sponsors who continue to enjoy the glow of past Olympic associations, such as: Allstate, Bank of America, Home Depot, and Lenovo were also included in the analysis.
The Top Twenty-five marketers as measured by brand media presence in relation to the Winter Games.
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Vancouver Olympics Ambush Marketers Tracked
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Verizon, Subway & Pepsi among top Ambush marketers at Vancouver Games
Winter Olympics tracked by the TrendTopper Ambush Index
Canadian companies Roots Canada and Lululemon lead Overall Rankings
Austin, Texas. February 18, 2010 – Verizon, Subway, and Pepsi are among the top ‘Ambush’ marketers for the opening weekend of the Vancouver 2010 Olympic Winter Games according to the TrendTopper Ambush Index (TrendTopper AI™) of Austin-based Global Language Monitor. Ambush marketers are companies that attempt to associate themselves with an event even though they are not ‘official’ sponsors of that event. Of course, it should be noted that alleged ‘ambush’ marketers generally disagree with this designation, insisting that they are simply pursuing marketing ‘best practices’.
Naming and shaming for Olympic ambush marketers (Reuters)
The TrendTopper Ambush Index tracks brand media presence in relation to the Winter Games. It’s based upon GLM’s Predictive Quantities Index, a proprietary algorithm that tracks words and phrases in print and electronic media, on the Internet and throughout the blogosphere, now including social media. The words and phrases are tracked in relation to their frequency, contextual usage and appearance in global media outlets.
For the 2009 – 2012 Olympic Quadrennial, there are nine Global Partners: Coca-Cola, Acer, GE, McDonalds, Omega, Panasonic, Samsung, Visa, and AT&T. The United States Olympic Committee (USOC) has two additional national partners: P&G and the Budweiser unit of inBev. The Canadian Olympic committee has a number of local partners, of which five were included: Deloitte, Tyson Foods, United Airlines, Hilton and Nike.
For this analysis, the alleged Ambush Marketers included: Verizon, Subway, Pepsi, MasterCard and Adidas in the Global Category. The National Category included Lululemon Athletica, Blenz Coffee, Roots Canada, Scotiabank, and Howe Sound Brewing. Past sponsors, also, who continue to enjoy the glow of past Olympic associations, such as: Allstate, Bank of America, Home Depot, and Lenovo were also included in the analysis.
“The TrendTopper MediaBuzz Ambush Index ranks all perceived Olympic sponsors according to their presence in the global media, whether or not they see themselves as such,” said Paul JJ Payack, president and chief word analyst of GLM. “If they are statistically linked to the Vancouver Games, they qualify for the Ambush Index”.
The IOC defines ambush marketing as leveraging the “goodwill of the Olympic/Paralympic Movement by creating a false, unauthorized association with the Olympic/Paralympic Movement.” Whether the marketer does this intentionally or inadvertently, it allows the marketer to benefit from an association with the Olympic Brand without providing any financial support to them.
The Top Twenty-five marketers as measured by brand media presence in relation to the Winter Games follow.
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Over the course of the last several Olympiads (or quadrennials as they are now called), the IOC has significantly tightened the reins on the use of certain Olympic-related words
without permission. For example, the Canadian Parliament has restricted use of some fairly common words in certain combinations without specific permission.
For example, words on Lists 1 and 2 may not be combined.
List 1: Games, 2010, Twenty-ten, 21st, XXIst, 10th, Tenth, Xth, or Medals
List 2: Winter, Gold, Silver, Bronze, Sponsor, Vancouver, or Whistler
In the TrendTopper AI analysis, Marketers are ranked both by category and then overall. Rankings are calculated, normalized and cross-indexed.
For trend analysis, momentum and velocity calculations, the TrendTopper AI analysis will be run at the halfway point of the Winters Games, with the final tally appearing after the Closing Ceremony.
In addition, a TrendTopper AI ranking of athletes will appear early next week and at the conclusion of the Games.
Who really won in Vancouver: Ambushers
Four of the five top brands at the Winter Games
By Toni Fitzgerald, MediaLife
Mar 23, 2010
The International Olympic Committee cracked down hard on ambush marketing at this year's Winter Games, but it seems the marketers remained one step ahead.
Six of the top 10 brands at last month's Vancouver Games were ambushers, or brands with no official affiliation with the Olympics, according to the TrendTopper MediaBuzz Ambush Index, a list put out by the Austin-Texas-based Global Language Monitor, which ranks perceived Olympic sponsors according to their presence in the global media.
That includes four of the top five brands, led by Howe Sound Brewing.
P&G, a U.S. Olympic Committee partner, was the highest-ranking official sponsor at No. 2.
Though these brands had no official Olympic presence, they managed to get themselves linked to the Games in the mind of the public by using Games-like imagery, such as skiers or ice skaters, in their ads, employing past Olympians in their campaigns, or setting up displays in Vancouver near where the Games took place.
"Vancouver was easier to ambush than Beijing [in 2008] because of the relative compactness of the Games," says Paul J.J. Payack, president and chief word analyst at GLM.
"However the IOC is beginning to enforce rules that appear to most outsiders as beyond the bounds of reasonableness, such as the prohibition of the words 'winter' and 'gold.' This would certainly be considered a faux pas in the gentlemanly and storied past of the 'amateur athlete.'"
The greater restrictions simply forced the brands to think a little harder.
Payack says marketers such as Howe, Blenz Coffee, Lululemon, Scotiabank, and Roots, all Canadian brands, achieved good results by having a big physical presence in Vancouver, holding events that were vaguely linked to the Games, and employing smart social media tactics.
Of course, most of these ambush marketers object to the ambush label. They say they're simply positioning their brands in a savvy manner, never mind that it sometimes saps the brand exclusivity that sponsors are promised by the Olympics.
This year, for example, ambusher Pepsi Co. topped official sponsor Coca-Cola on the TrendTopper index. Ditto ambusher Verizon over AT&T.
Meanwhile, the IOC has become even more zealous in guarding its brand what with the worldwide economic downturn that cost it several global sponsors, the highest level of partnership, between the 2008 and 2010 Games.
The IOC will likely need to increase its vigilance, as Payack doesn't see the ambush trend abating anytime soon.
"For the London Games, we think this trend will continue and ambush marketers will have a stronger presence than ever before," he says.
GLM Tracking the Beijing Olympics (2008)
During the 2008 Beijing Olympics, the Global Language Monitor tracked Sponsors, Ambushers, Branded Individuals, and related entertainment.
Lenovo rose to the top of the sponsor list, the analysis of which by GLM was noted by the global print and electronic media, and has since appeared in academic journals, sports management case studies, and numerous books.
Also of note were the popularity of ‘the little girl who couldn’t sing, the remarkable serendipitous Olympic tie-in with Kung Fu Panda, and the supposed coincidence of the Official Olympic Flame lighter, wearing his newly launched brand of footwear.
Olympic Games Generate Historic Impact on Lenovo Brand
Lenovo today described a successful deployment of Beijing 2008 Olympic Games marketing programs, including product placement, advertising, news media coverage, and innovations in computer hardware and technical support. These programs build on Lenovo’s excellent technical support of the Olympic Games.
BEIJING (PRWEB) August 24, 2008
At least two studies by third-party organizations show Lenovo's leadership in marketing activation among Worldwide Partners of the Olympic Games, including Dow Jones Insight and Global Language Monitor. This leadership has helped Lenovo leverage the impact of the Olympic Games on its global brand.
"There are numerous examples of how the Olympic Movement can create a powerful impact on the launch of a new global brand," said Timo Lumme, director of television and marketing services for the International Olympic Committee. "In the Beijing 2008 Olympic Games, the company that continues that tradition is Lenovo."
"Lenovo has directed its hardware, service, and marketing programs so skillfully at the Beijing 2008 Olympic Games that the IOC believes this sponsorship will have a long-term, lasting impact on the Lenovo brand," Lumme said.
Lenovo's successful support of the Beijing 2008 Olympic Games started with excellent operation of computing hardware as part of one of the most complex information technology systems in the history of the Olympic Games. The more than 30,000 pieces of computing equipment, supported by nearly 600 Lenovo engineers and technicians, have been critical to the success of the Games.
Lenovo built on this foundation with a comprehensive marketing approach that touched all aspects of the Beijing 2008 Olympic Games. These included:
Creating seven Internet Lounges used throughout Olympic Villages in Beijing, Qingdao and Hong Kong, averaging more than 3,000 athlete visits per day. Creating the first-ever PC service centers for journalists, where they could get their PCs fixed for free, regardless of brand. Becoming the first Worldwide Partner in history to design the Olympic Torch. Advancing the Olympic Movement through blogging and personal computing. During these first Games in which athletes can blog throughout the Games, Lenovo created the "Voices of the Olympic Games" website, averaging more than 50,000 visitors a day and transforming the way people connect with the Olympic Games.
Creating a "store inside a store" at the Olympic Superstore, where the first licensed technology products at the Olympic Games were sold. Creating a city-wide presence in Beijing, starting with 175 billboards at the new international airport terminal, and continuing with more than 500 buses wrapped in Lenovo advertising and another 500 billboards throughout the city. Operating Lenovo's Showcase on the Olympic Green at capacity since opening day, averaging more than 4,000 visitors per day. Lenovo generated crowds with a combination of the Lenovo-designed Olympic Torch; exciting, interactive technology exhibits; and engaging performances by dancers, musicians, acrobats and other artists on the company's outdoor stage.
Partnering with the Right to Play philanthropy for Olympic Games athletes, creating a global auction of Olympic Games sports memorabilia signed by athletes. All proceeds from the auction support Right to Play, in an example of the creative use of personal computing technology to support a good cause. "We have worked to be comprehensive, creative and cutting-edge in our marketing activation," said Deepak Advani, senior vice president and chief marketing officer, Lenovo. "From our billboard advertisements to our teams of brand ambassadors to our multiple sites on the Olympic Green, Lenovo's goal is to support and engage people everywhere who use personal computers to create the world's greatest ideas."
One of the most notable examples of Lenovo's Olympic marketing activation is the Olympic Torch. The IOC and the Beijing Olympic Organizing Committee announced Lenovo's "Cloud of Promise" design for the torch in April 2007.
"The Olympic Torch demonstrates Lenovo's design leadership, just as our flawless operation of the Olympic Games technology systems demonstrates world-class products and our brand," said Alice Li, vice president of Olympic marketing, Lenovo.
About Lenovo
Lenovo (992) (ADR: LNVGY), designer of the Beijing 2008 Olympic Torch and Worldwide Partner of the Olympic Games, is dedicated to building the world's most innovative personal computers. Formed by Lenovo Group's acquisition of the former IBM Personal Computing Division, the company develops manufactures and markets reliable high-quality, secure and easy-to-use technology products and services worldwide. Lenovo has major research centers in Yamato, Japan; Beijing, Shanghai and Shenzhen, China; and Raleigh, North Carolina, USA. For more information, see .
The Beijing Medal Round
Final GLM TrendTopper MediaBuzz Rankings:
Lenovo Takes the Gold Pulling Away,
J&J Finishes Strong Edging McDonald’s,
Coca-Cola Leaps over Rivals
Austin, Texas, USA. August 29, 2008. The final week of the GLM TrendTopper™ analysis of the performance of the Global Sponsors at the Beijing Olympics, Lenovo (OTC: LNVGY) takes the Gold pulling away from the pack, Johnson & Johnson (NYSE: JNJ) finishes strong edging McDonald’s (NYSE: MCD) for the Silver, while Coca-Cola (NYSE: K), in a bold move leaps five spots to No. 4.
On the downside, Samsung (OTC: SSNFL) and Kodak (NYSE: K) each fell three spots to No. 6 and 7 respectively. Over the last two weeks Lenovo has completed its remarkable climb from No. 10 to the Top Spot. The analysis was performed by the Global Language Monitor, internet and media tracking agency.
| | Global Sponsors |Last |Change |
|Rank | | | |
|1 |Lenovo |1 |0 |
|2 |J&J |5 |3 |
|3 |McDonald’s |2 |-1 |
|4 |Coca-Cola |9 |5 |
|5 |Visa |6 |1 |
|6 |Samsung |3 |-3 |
|7 |Kodak |4 |-3 |
|8 |Panasonic |7 |-1 |
|9 |Omega |8 |-1 |
|10 |GE |10 |0 |
|11 |Atos Origin |11 |0 |
|12 |Manulife |12 |0 |
| |© 2008 The Global Language Monitor |
According to Paul JJ Payack, President, “In medal round of our competition, Lenovo performed a Phelpsian move pulling away from the crowd. In fact its media awareness grew over 2100% since our baseline ‘snapshot’ on the last day of 2007.
The strength of the Johnson & Johnson brand was also remarkable at No. 2. McDonald’s brand equity was leveraged in clever and interesting ways, especially with their spectacular kick-off event. And, once again, Coca-Cola proved itself in the distance events, placing at or near the top for another Olympiad.”
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When the ‘ambush marketers’ are included with the Global Sponsors, the DreamWorks Animation studio, makers of “Kung Fu Panda”, rose to an unprecedented No. 5, while Nike (NYSE: NKE) just did it and finished at No.9. Pepsi (NYSE: PEP), which owns the Gatorade brand, was up slightly, while American Express (NYSE: AMX) fell five spots.
| Rank |Ambushers in Blue |Last |Change |
|1 |Lenovo |1 |0 |
|2 |J&J |5 |3 |
|3 |McDonald’s |2 |-1 |
|4 |Coca-Cola |12 |8 |
|5 |Kung Fu Panda |8 |3 |
|6 |Visa |6 |0 |
|7 |Samsung |3 |-4 |
|8 |Nike |9 |1 |
|9 |Kodak |4 |-5 |
|10 |Panasonic |10 |0 |
|11 |Omega |11 |0 |
|12 |Amex |7 |-5 |
|13 |Pepsi |14 |1 |
|14 |GE |13 |-1 |
|15 |Atos Origin |15 |0 |
|16 |Manulife |16 |0 |
| |© 2008 The Global Language Monitor |
The Global Sponsors for the Beijing Games are: General Electric (NBC Universal), Coca-Cola, Kodak, Samsung, Lenovo, McDonalds, Omega, Visa, Johnson & Johnson, Panasonic, Manulife and Atos Origin. The ambush marketers being tracked include American Express, Nike, DreamWorks and their hit movie “Kung Fu Panda”, and Pepsi, which owns the Gatorade brand.
GLM uses proprietary algorithms to analyze how words and phrases (in this case brand names) are used globally in relationship to other words and phrases (in this case related to the Beijing Olympics) and how they perform against one another in order to determine rankings and other relevant outputs.
Beijing Olympic TrendTopper MediaBuzz Medal Round: ATHLETES
Phelps Takes Gold
Newly-coined Media Star Lin Miaoke takes the Silver
Nastia Liunkin Edges Shawn Johnson for Bronze
Yang Peiyi and Cheng Fei Finish Strong, Yao Ming slips
Austin, Texas, USA. August 28, 2008. In the medal round of the TrendTopper MediaBuzzTM analysis of the Beijing Olympics, GLM measured how the global media buzz surrounding key athletes changed during the course of the Games. In the MediaBuzz Medal Round, Michael Phelps took the gold as he pulled away from the pack. The silver belongs to Lin Miaoke, the newly-coined media star. And in a mild surprise, Nastia Liunkin bolted from No. 11 to No. 3 edging out Shawn Johnson for the bronze.
Both Usain Bolt and Asafa Powell, the Jamaican sprinters, fared poorly evidencing little staying power, while Guo Jing Jing, apparently having had her moment in the sun, faded.
And, in yet another compelling twist, Lin Miaoke’s counterpart, Yang Peiyi, the little girl who did, indeed, sing the song the whole world sings moved up ten spots to No. 5.
The analysis was performed by the Global Language Monitor (GLM), the internet and media tracking agency.
Paul JJ Payack, GLM’s President and Chief Word Analyst, said “The media story for the Beijing Olympics was much larger than Michael Phelps. The plots and subplots, twists and entanglements were compelling at almost every level – from the Opening ceremony to the very end. Each of these was well reflected in the TrendTopper MediaBuzz analysis.”
The ranking follows and includes rank, name, last week’s rank, and change.
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Beijing Olympics TrendTopper Media Buzz: Athletes Ranked, Midway Point
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Bolts’ Phelpsian Surge; Guo Jing Jing as in Bling Bling; Shawn Johnson’s Golden Buzz; Cate Campbell Does Swimmingly
Liu Xiang, Tyson Gay and Paula Radcliffe Plummet
Austin, Texas, USA. August 21, 2008. In its latest TrendTopper analysis of the Beijing Olympics, GLM measured how the media buzz surrounding key athletes has changed during the course of the Games. As expected Michael Phelps remains a strong No.1 on the TrendTopper BuzzMeter.
The surprise No. 2, however, belongs to Lin Miaoke, the little girl who didn’t sing the song the whole word sings at the Opening Ceremony. Miaoke knocked NBA star Yao Ming down to No. 3.
Lin Miaoke est devenue une célébrité internationale (PeoplesDaily en francais, 8.26.2008)
Jamaican sprinter Usain Bolt moved up five spots to No. 4. Forty-one year-old Dara Torres moved up three spots to No. 5, American elite gymnast Shawn Johnson was up to No. 9 and 16-year-old Cate Campbell jumped eleven spots to No. 12.
See Lip Syncher Gets Her 15 Minutes of Fame on Reuters
See The View from China: The Mirror’s Front Page Headline — Lin Miaoke defeats the “little giant“
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On the downside, Tyson Gay, with a shocking loss in semi-final of 100M, Liu Xiang, China’s first track gold medalist back in Athens, and the UK’s Paula Radcliffe saw their rankings plummet six, eleven and sixteen spots respectively. The analysis was performed by the Global Language Monitor (), the internet and media tracking agency.
Paul JJ Payack, GLM’s President and Chief Word Analyst, said “Michael Phelps has joined the athletic Pantheon of Tiger Woods, Michael Jordan, Pele and Ali, Usain Bolt (No. 4) may be well on the way to becoming the next Michael Phelps, and if lip-syncer Lin Miaoke (No. 2) and Yang Peiyi (No. 15), her singing counterpart, were in the US, they’d be making the rounds of the morning talk shows.”
See Analysis by Brent Hunsberger of the Oregonian
See Analysis by Howard Bloom of Sports Business News
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Olympic Global Sponsors vs. Ambush Marketers
GLM TrendTopper™ Analysis: Olympics Week 2
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Mickey D surges to Top, J&J a strong No. 2, Visa up to No.3
Lenovo strong, but Coke & Kodak fall
Austin, Texas, USA. August 13, 2008. In Week 2 of the GLM TrendTopper™ analysis of the performance of the Global Sponsors of the Beijing Summer Games McDonald’s (NYSE: MCD) topped the field, while Johnson & Johnson (NYSE: JNJ) moved up three notches to No. 2, while Visa (NYSE: V) was up one at No.3. Lenovo (LNVGY), the PC maker, had a very strong performance, moving up six spots to No. 4.
Forbes: Sponsors step up pace to get Olympic mileage
Olympic Global Sponsors vs. Ambush Marketers
On the negative side, Samsung (SSNFL) plunged from the top spot to No. 5; Coke (nyse: KO) fell from No.2 to No.7, while Kodak (nyse: EK) settled in at No. 10, losing three. The analysis was performed by the Global Language Monitor (), the media tracking agency.
|Rank |With Ambushers |Last |Change |
|1 |McDonald’s |3 |2 |
|2 |J&J |7 |5 |
|3 |Amex |6 |3 |
|4 |Visa |4 |0 |
|5 |Nike |5 |0 |
|6 |Lenovo |14 |8 |
|7 |Samsung |1 |-6 |
|8 |Panasonic |13 |5 |
|9 |Coca-Cola |2 |-7 |
|10 |GE |9 |-1 |
|11 |Kung fu Panda |8 |-3 |
|12 |Pepsi |10 |-2 |
|13 |Omega |12 |-1 |
|14 |Kodak |11 |-3 |
|15 |Atos Origin |16 |1 |
|16 |Manulife |15 |-1 |
| |© 2008 The Global Language Monitor |
| | | | |
|Rank |Global Sponsors |Last |Change |
|1 |McDonald’s |3 |2 |
|2 |J&J |5 |3 |
|3 |Visa |4 |1 |
|4 |Lenovo |10 |6 |
|5 |Samsung |1 |-4 |
|6 |Panasonic |9 |3 |
|7 |Coca-Cola |2 |-5 |
|8 |GE |6 |-2 |
|9 |Omega |8 |-1 |
|10 |Kodak |7 |-3 |
|11 |Atos Origin |12 |1 |
|12 |Manulife |11 |-1 |
| |© 2008 The Global Language Monitor |
When included in the Survey with the Global Sponsors, American Express (NYSE: AXP) and Nike (NKE) both stayed in the Top Five, with Amex moving up three positions to No. 3. The DreamWorks Animation studio, which made “Kung Fu Panda”, and Pepsi (nyse: PEP), which owns Gatorade fell three and two spots respectively.
According to Paul JJ Payack, President, “The TrendTopper analysis suggests that McDonald’s has successfully capitalized on its blow-out kickoff event last week, while Samsung’s huge marketing push seems to have faltered in Week Two. Johnson & Johnson was apparently correct in their analysis of their Olympic-themed ads having significantly greater recall. And Lenovo seems to have done everything right this week, with a 50%+ increase in visibility. At the same time, Kodak declined some 20%. On the ‘ambush marketing’ side, Amex’ visibility increased significantly and Nike remained quite strong besting nine of the twelve global sponsors.”
The Global Sponsors for the Beijing Games are: General Electric (NBC Universal), Coca-Cola, Kodak, Samsung, Lenovo, McDonalds, Omega, Visa, Johnson & Johnson, Panasonic, Manulife and Atos Origin. The ambush marketers being tracked include American express, Nike, DreamWorks and their hit movie “Kung Fu Panda”, and Pepsi, which owns the Gatorade brand.
GLM TrendTopper™ Analysis: Beijing Olympics Week 1
• Samsung Vaults to Top,
• Coke Close Second,
• McDonald’s Moves Up to No. 3
Ambush Marketers Move into Top Ten: Nike, AMEX, Kung Fu Panda & Pepsi
Austin, Texas, USA. August 10, 2008. (Updated) In an exclusive GLM TrendTopper™ analysis of the performance of the Global Sponsors of the Beijing Summer Games found Samsung vaulting to the lead position of Beijing Field, Coca-Cola a close second, with McDonald’s moving up to the third position. It also found that Visa stumbled out of the gate losing three positions, while Johnson & Johnson held steady at No. 5. General Electric (and its NBC Universal division) rebounded after losing the early lead position. The analysis was performed by the Global Language Monitor (), a media tracking agency.
In a related finding, GLM found that four companies were perceived as Global Sponsors though they are not: Nike, American Express, the DreamWorks Animation studio, which made “Kung Fu Panda”,
and Pepsi, which owns Gatorade. When added into the analysis, Nike moves to No.5, American Express at No.6, Kung Fu Panda (No. 8), and Pepsi (No.10) in the expanded field.
According to Paul JJ Payack, President, “The TrendTopper analysis suggests that Samsung’s huge marketing push seems to be paying off, and though GE is very strong, and started the year at the top of the survey, it has very little marketing momentum as the games unfold. Also, the non-global sponsor companies appear to be doing quite well off their ‘ties’ to the Beijing Games.”
The Global Sponsors for the Beijing Games are: General Electric (NBC Universal), Coca-Cola, Kodak, Samsung, Lenovo, McDonalds, Omega, Visa, Johnson & Johnson, Panasonic, Manulife and Atos Origin.
The GLM TrendTopper Analysis with Non-sponsors (NS) included follows.
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About Global Language Monitor
"We Tell the World What the Web is Thinking”
Customized GLM Ambush Marketing Reports features dozens of charts representing the interrelationship of each company to the Olympic Brand, their competitors and their partners. In addition, the reports contain exclusive and individualized Narrative Tracker analyses, the most advanced trend tracking analytics available.
GLM has been measuring the effects of Ambush marketing on the Olympic Movement for the last three Olympiads, in the process accumulating perhaps the most extensive database of its kind. For London 2012, GLM began tracking the three tiers of official sponsors since the third quarter of 2011. GLM also tracks the brand equity of the athletes before and during the Games.
Background
The Global Language Monitor (GLM) is a media analytics company that documents, analyzes and tracks cultural trends the world over; founded in Silicon Valley in 2003; GLM is now based in Austin, Texas. GLM is an authoritative Source of Record for global English, the world’s first, true universal language with some 1.83 billion speakers in more than 200 countries.
GLM consultants employ its NarrativeTracker technologies for brand-affiliated tracking, forecasting, and analysis. NarrativeTracker is based on global discourse, providing a real-time, accurate picture about any topic at any point in time. NarrativeTracker analyzes the Internet, blogosphere, the top 75,000 print and electronic global media, as well as new media sources, as they emerge.
GLM algorithmic methodologies create actionable intelligence that can be used for brand analysis, product positioning, virtual focus groups, as well as helping organizations understand a world now dominated by the noise of billions of Internet voices competing to be heard.
Since 2004, GLM has been analyzing the Olympic movement with specific attention on brand affiliation. In 2008, GLM began to focus on the growing trend of affiliating with the Olympics, without the benefit of being an actual Olympic Sponsor. GLM now offers a robust portfolio of products and services that focus on affiliated branding and Ambush Marketing.
Founded in Silicon Valley, Austin, Texas-based GLM collectively documents, analyzes and tracks trends worldwide, with a particular emphasis upon the English language. GLM employs proprietary ‘algorithmic methodologies’ such as the NarrativeTracker for global Internet and social media analysis. NarrativeTracker is based on global discourse, providing a real-time, accurate picture of what the public is saying about any topic, at any point in time. NarrativeTracker analyzes the Internet, blogosphere, the top 275,000 print and electronic global media, as well as new media sources, such as Twitter, as they emerge.
The Leading Brand Affiliation Indicators (BAI)
GLM’s Indexes, Indicators and trend analysis provide actionable and authoritative data similar to the Conference Board’s Leading Economic Indicators. Together they provide a predictive element that goes much further than merely straight-line analyses that our competitors might offer.
The Global Language Monitor created the Brand Affiliation Indicator (BAI) to better measure the relationship between and among the various organizations associated with a particular event, campaign, or initiative, in this case London 2012.
The BAI produced a number of outputs, which together detailed a vibrant picture of how all brands related to the event, other sponsors, and any other organizations associated with the event.
We then ranked all perceived affiliations according to their presence in the global media (or a particular geography), whether or not they view themselves as such. If organizations were statistically linked to the event, they qualified for the Brand Affiliation Indicator.
In total, official sponsors and licensees have paid almost $2 billion for the privilege of associating their brands with that of the London Olympics. This, of course, did not include the expenditures in advertising, promotional and associated activities, estimated to exceed some $25 billion.
Sponsors’ multi-Olympic investment cannot be measured by rights fees alone, but ultimately by the creative energy, intellectual capital, and goodwill expended (and engendered) throughout the process.
This begged the constant Olympiad question asked of Sponsor management, shareholders, and board members: How important is it to keep all the brand equity your hard word and investment have accrued? How important is it to keep ambushers from impinging upon the brand equity that is rightfully yours?
GLM’s Narrative Tracker
GLM employs proprietary 'algorithmic methodologies' such as the NarrativeTracker for global Internet and social media analysis. NarrativeTracker is based on global discourse providing a real-time, accurate picture of what the target audience is thinking about, any topic, at any point in time. NarrativeTracker analyzes the Internet, blogosphere, and the top 275,000 print and electronic global media outlets, incorporating new media sources as they emerge.
The Narrative Tracker starts where other analytical packages finish. In fact, the output of other systems and programs that you might be using can be incorporated into Narrative Tracker as input, thus leveraging your current investment in analytics and customer insight.
As a direct result of the smoothing functions and predictive elements incorporated into GLM’s analytical services, companies can better understand where both they and their competition are heading. Also, the insight delivered will help management free more of its valuable resources to maximize its brand equity and leverage it as a true competitive advantage.
GLM Methodologies
Worldwide, the Global Language Monitor provides its clients with the actionable intelligence needed to succeed in the ever expanding, ever changing global internet environment. To do this we series of a series of proprietary algorithms that track the frequency of words and phrases in the global print and electronic media, on the Internet, throughout the Blogosphere, in social media as well as accessing proprietary databases.
NarrativeTracker Technologies utilize Global English as the foundation of its analysis. Analyzing data from all available databases, publications, publications and social media platforms the NarrativeTracker technologies exploit the profound and reliable correlation between prevailing words and affiliation to anything.
The NTT algorithms are then used to identify and remove bias from the data set to "smooth" the information and clearly identify if a particular brand and is trending up or down. The result is a true reflection of what the world is thinking about your Brand on the internet.
GLM Products and Services
The Global Language Monitor created the Brand Affiliation Indicator (BAI) to better the measure the relationship between and among the various organizations associated with a particular event.
The BAI produces a number of outputs, which together produce a vibrant picture of how any brands relate to the event, other sponsors, and any other organizations associated with the event.
GLM then ranks all perceived affiliations according to their presence in the global media (or a particular geography), whether or not they see themselves as such. If organizations are statistically linked to the event, they qualify for the Brand Affiliation Indicator.
GLM Brand Affiliation Tracking utilizes all available databases to mine the information need for today's global media analysis. We look everywhere for data and based on our expertise in Global English search for associations, connections and links for all words chosen for our data set.
GLM then move well beyond word the standard information provided by our competitors and evaluated everything we find with our Predictive Quantities Indicators and algorithms to refine the data into truly useful information without bias or spin.
Consistently GLM’s analyses have been reflective of what is happening in the real world because our bulk of our PQI saturation analysis starts where our competitors stop.
Absent of hype and spin that can distract decision makers, GLM's analysis in pure and reliable.
The Brand Affiliation Index (BAI)
The Brand Affiliation Index (BAI) measures the relationship between and among the various organizations associated with a particular event.
GLM utilizes PQI on all data set to achieve an unprecedented level of analysis for the target subject and selected competitor. By smoothing all information, you receive the most accurate competitive information available for the internet to date.
The BAI produces a number of outputs, which together produce a vibrant picture of how any brands relate to the event, other sponsors, and any other organizations associated with the event.
We can then rank all perceived affiliations according to their presence in the global media, whether or not the see themselves as such. If organizations are statistically linked to the event, they qualify for the Brand Affiliation Index (BAI).
GLM as a Source of Record
GLM continues to be cited by hundreds of the leading print and electronic media the world over. In fact, the worldwide print and electronic media have come to rely on The Global Language Monitor for its expert analysis on cultural trends and their subsequent impact on various aspects of culture.
A representative sampling includes: CNN, MSNBC, The Wall Street Journal, Reuters, Associated Press, United Press International, Knight-Ridder, USAToday, The Washington Post, The Washington Times, The Chicago Tribune, The Los Angeles Times, The New York Times, San Francisco Chronicle, The Charlotte Observer, Minneapolis Star Tribune, San Jose Mercury, New York Post, NPR, FoxNews, ABC, NBC, CBS, ChinaNews, Peoples Daily, The National Post, The Sydney Morning Herald, The BBC, the Australian Broadcasting Company, The Canadian Broadcasting Company, The Cape Town Argus, El Pais (Madrid), The Daily Mail (Scotland), The Hindustan Times, The Gulf News (Qatar), and various electronic and print media on six continents.
The Sports BAI is one of a number of Leading Brand Affiliated Indicators that GLM uses to measure the influence of ‘branded individuals’ in fields as varied as Entertainment, Politics, Celebrity, Royalty, and the retired-yet-still powerful. The highest rated ‘branded individuals’ across fields include Lady Gaga, Justin Bieber, and, of course, the former Kate Middleton.
We welcome the opportunity to share our services with you and are confident that we can provide you with pure, elegant and robust analytics to help you reach your goals.
The Global Language Monitor - We tell the world what the web is thinking.
About
In 2003, The Global Language Monitor (GLM) was founded in Silicon Valley by Paul J.J. Payack on the understanding that new technologies and techniques were necessary for truly understanding the world of Big Data, as it is now known.
Today, from its home in Austin, Texas GLM provides a number of innovative products and services that utilize its ‘algorithmic services’ to help worldwide customers protect, defend and nurture their branded products and entities. Products include ‘brand audits’ to assess the current status, establish baselines, and competitive benchmarks for current intellectual assets and brands.
These services are currently provided to the Fortune 500, the Higher Education market, high technology firms, the worldwide print and electronic media, and the global fashion industry, among others.
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In 2006, GLM created a study for the New York Times that foreshadowed the collapse of the Housing Bubble. GLM’s placement of the Rise of China as the top news story of the 21st century has been widely cited as prescient in academic and political research. GLM’s analysis of the state of high technology each year, is continually cited by industry titans as key to understanding of the current state of affairs.
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GLM foresees a time in the near future where data doubles every hour, every minute, then every second. To address this unfolding reality, GLM created the tools you need to address an enterprise in a world never at rest, where the facts can change before you locked your strategy into place, in the world where the social media of today is but a hint of what will emerge in the coming months and years.
Fortunately, GLM’s specialized products and services have been built from the ground up for Big and bigger date, for a marketplace ever in flux, where the only constant is change.
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Global Language Monitor products include NarrativeTracker, TrendTopper MediaBuzz services, Sports, Collegiate and Product Brand Audits, and Brand Affiliation Indexing (BAI). For more information, call +1.512.815.8836 or send email to info@
GLM impacts the World
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Copyright ©2013 by The Global Language Monitor
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September 2013
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