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RIO Ambush Marketing Awards: Nike Takes Gold, Pepsi & Siemens Follow

Samsung, McDonald’s and General Electric Sweep TOP Sponsor Gold, Silver, and Bronze

P&G Stumbles, Omega (Finally) Shines

 

Rio logo

 

August 29, 2016, Austin, Texas —  The Global Language Monitor has announced that Nike has taken its first ever Gold for the Top Ambush Marketing Campaign. Pepsi took the Silver outdistancing Top Sponsor (and global competitor) Coke by a Brand Affiliation Index (BAI) score of 130.40 to 89.59, a 40% advantage. Ever-strong Siemens AG won the Bronze, even though GE, its major global competitor, nipped Siemens by 5.78 BAI points.

This all according to the exclusive  2016 Rio Summer Olympics Brand Scorecard available now for download.

Gold Rio
Nike Takes the Gold , Finishing Behind Top Sponsor Samsung
Silver Rio
Pepsi Outduels Arch-rival Coke, Winning by Some 50 BAI Points
Bronze Rio
Siemens Took, Bronze, though Top Sponsor GE Beat it.

Among the Top Sponsors, Samsung more than doubled the score of a resurgent McDonald’s. McDonald’s Silver Medal performance was its top finish since at least the Vancouver Games. GE took the Bronze with its highest ever score of 129.98.

The Games of the XXXI Olympiad recently concluded on August 21, 2016 in Rio de Janeiro, Brazil.

The biggest surprise among all marketers was newcomer Under Armour breaking into the Top Fifteen overall and outdistancing six of the Top Sponsors.

Not all Ambush Marketers are ‘stealth’ marketers per se. Some like Under Armour, a prime Non-affiliated Marketer (NAM) are top of mind in the global audience because of their relevant products and target markets.  Nevertheless, this makes Under  Amour a prime example of a ‘value leak’ and the recipient of an Olympic Economic Value Unit worth up to several hundred million dollars for this Olympiad,

Samsung more than doubled the score of a resurgent McDonald’s. McDonald’s Silver Medal performance was its top finish since at least the Vancouver Games. GE took the Bronze, a remarkable feat for a B2B enterprise.

 

Gold Rio
Samsung Wins Top Sponsor Gold with Highest Ever Score
Silver Rio
Resurgent McDonald’s Scores Silver
Bronze Rio
GE Won the Bronze, a Major Feat for the B2B Giant

 

 

 

 

 

 

 

UnderArmour Takes the Most Promising Newcomer Award, a Sheaf of Wheat
UnderArmour Takes the Most Promising Newcomer Award, a Sheaf of Wheat

GLM is continuing its  analysis of such Economic Value Units and how they apply to global athletic events such as the Olympics and FIFA World Cups and to  lesser extent the Commonwealth, Pan-American, and Asian Games, and the like. There is little question that the IOC is quite cognizant of the consequences of the of EVUs, but other than further tightening it restrictions against the usage of the Olympic  ‘elements,’ such as the rings and nomenclature, little has been done to tighten and/or eliminate the presence of ‘Value Leaks’.

The awards are determined by Global Language Monitor’s (GLM) Brand Affiliation Index (BAI), a proprietary, longitudinal study that analyzes the global association between (and among) individual brands and their competitors or, in this case, the Rio Summer Games. In the study, The Global Language Monitor measured several dozen factors, closely examining all marketing movement extending from London 2012 to projections for Tokyo 2020.

GLM has been tracking the Olympics in this manner since the Beijing Summer Games.

 

Rio Brand Scorecard
RIO Olympics Brand Scorecard Now Available

 

About the Study

Download the Study Now!

Read the Stories behind the Stories — The 2016 Rio Summer Olympics Brand Scorecard.– and there were more twists on the road to the Rio Summer Games 2016 than the hottest telenovela on BrazilianTV!

GLM’s analysis is part of GLM’s on-going longitudinal study stretching back to the Summer Games in Beijing (2008) and forward to the Winter Games in Beijing in 2022.  The study uses GLM’s Brand Affiliation Index (BAI) to track how often brand names are linked to the Olympics in global print and electronic media and social networks.  GLM also uses the Entity Affiliation Index (EAI),  to track non-branded entities in the same manner. The Zika virus is such a non-branded entity.

Hundreds of millions of dollars were won or lost depending on the the all-important BAI ranking.of the articular TOP Sponsor.  For the first time the concept of Economic Value Unit is introduced to try to capture the actual values of an Ambush Marketers effort.

The figure below shows the final scores of all the Top Sponsors and Non-affiliated Marketers for the Rio Summer Games of 2016.

 

Final Ranking BAI

 

The figure below shows the change in scores from from Week 1 measurements to to the final BAI measurement of the Rio Games.

 

Final BAI Ranking and Change

 

There was an unprecedented amount of change since our ’18 Months Out, measurement.  This seems to reflect the continuous flow of negative stories surrounding the Rio Olympics during that period.  Negative Olympic-related stories: impeaching and subsequent replacement of the president, the emerging global Zika emergency, missed construction deadlines. poor ticket sales, toxic water venues, and the like.

NBC optimistically maintained its average 26 million viewers, a 15% decline from the 2012 Summer Games’ draw of 31.1 million viewers and a 17.5 rating. (Rio’s ratings reflect NBC’s Total Audience Delivery that includes streaming and various other NBC-owned cable properties.

GLM’s pre-Olympic analysis found combined BAI references at 1.5% of London.

 

Change from 18 Months Out

 

The Terra Cotta medal, first awarded to Omega after the Sochi Winter Games in 2014, represents the least  successful marketing campaign by a  TOP Sponsor.

Terra Cotta awarded to TOP Sponsor least achieving epectations
Terra Cotta awarded to TOP Sponsor least achieving expectations

This year’s recipient is Procter & Gamble (P&G).  As shown below,  Procter & Gamble plummeted to Its Lowest BAI Level at least since the Beijing Olympics.

This is a shocking result for a company that finished as the NO. 1 TOP Sponsor at Sochi.  GLM actually combined all P&G branded entities advertised at the Games.

 

Procter & Gamble Plummeted to Its Lowest BAI Level
Procter & Gamble Plummeted to Its Lowest BAI Level

 

GLM uses its proprietary algorithmic services to perform 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 RIO Summer Olympics.

Of course, not all Ambush Marketers plan to steal the Olympic glow from their competitors, a cost estimated to be up to $1 billion, fully loaded, over a four-year Olympiad. Therefore, GLM uses the term Non-affiliated Marketers (NAM) for those, like Under Armour, who seem to engender a  false impression of Olympic sponsorship, our research shows, because immense presence in associated categories and size,

About the Global Language Monitor
Austin-Texas-based Global Language Monitor analyzes and catalogues the latest trends in word usage and word choices and their impact on the various aspects of culture, with a particular emphasis upon Global English. This exclusive ranking is based upon GLM’s Narrative Tracking technology. NarrativeTracker analyzes the Internet, blogosphere, the top 300,000 print and electronic news media, as well as new social media sources (such as Twitter) as they emerge. The words, phrases and concepts are tracked in relation to their frequency, contextual usage and appearance in global media outlets.
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. 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.
For more information, call 1.512.815.8836, email info@LanguageMonitor.com, or visit www.LanguageMonitor.com.

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First Rio Olympics Brand Scorecard: UnderArmour Hot; Samsung and Nike Lead

 

Under Armour Makes a Splash

Coke Strong

P&G Falters Further

Rio logo

 

Austin, Texas, Olympic Weekend August 19-21, 2016  — The first Brand Scorecard of the Rio Olympics is in the can, and as usual Michael Phelps, is raking in an unprecedented amount of gold, as are the top Ambush Marketers of the 2016 Summer Games.  This according to the Rio 2016 Olympics Brand Scorecard, the on-going longitudinal study by the Global Language Monitor, now tracking its sixth Olympiad.  The study tracks the value leaks occurring when the Ambush Marketers siphon off some of the brand equity that by rights belong to the TOP Sponsors who pay hundreds of millions of dollars to secure these rights.  GLM believes that fully loaded, TOP Sponsors spend up to a billion dollars per Olympiad to support their sponsorships.

 

BAI Scores for Week 1 & 2
Rio Olympics BAI Scores for Week 1 & 2

 

According to Paul JJ Payack, president of the Global Language Monitor, “Beneath the glitter and the gold of the Games themselves, the Rio Olympics are plagued by a grim undercurrent of poverty, political malaise, and a failing infrastructure. In the same manner, directly beneath the glamorous, high impact Olympic-themed ad campaigns of the TOP Sponsors, lurk the stealth (and sometimes not so stealth)  campaigns of the Ambushers.”

The Global Language Monitor’s Brand Affiliation Index (BAI) tracks the closeness of the relationship between branded entities in this case, the Rio Summer Olympics and its TOP Sponsors.  Eighteen months ago the average BAI between and among the Rio Olympics and its TOP Sponsors registered higher than that of the London Summer Games.  After the deluge of bad news engulfed the on-coming Games, the BAI tumbled to about half the London levels until beginning to rise, once again, about three months ago.

 

Rio BAI Change by Percent

Rio BAI Change by Percent

 

 

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TOP Sponsors for RIO
The TOP Sponsors of the Rio 2016 Summer Olympics are:  Atos Origin (EPA: ATO), Bridgestone (TYO: 5108), Coca-cola (NYSE: KO), Dow (NYSE: DOW.WD), GE (NYSE: GE), McDonald’s (NYSE: MCD), Omega SA (Private), Panasonic (TYO: 6752), P&G (NYSE: PG), Samsung (KRX: 005930), and Visa Card (NYSE: V).
Top Non-affiliated Marketers
The top Non-affiliated Marketers (NAM) or Ambush Marketers of the Rio 2016 Summer Olympics are:  DuPont (NYSE: DD), IBM Global Services (NYSE: IBM), Michelin (EPA: ML), Nike (NYSE: NKE), Pepsi (NYSE: PEP), Philips (NYSE: PHG), Red Bull GmbH (Private), Rolex (Private), Siemens (AG ETR: SIE), Starbucks (NASDAQ: SBUX), Subway (Private), Under Armour and Unilever (NYSE: UL)

About the Study

Download the Study Now!

The 2016 Rio Summer Olympics Brand Scorecard.– GLM’s analysis is part of GLM’s on-going longitudinal study stretching back to the Summer Games in Beijing (2008) and forward to the Winter Games in Beijing in 2022.  The study uses GLM’s Brand Affiliation Index (BAI) to track how often brand names are linked to the Olympics in global print and electronic media and social networks.  GLM also uses the Entity Affiliation Index (EAI),  to track non-branded entities in the same manner. The Zika virus is such a non-branded entity.

For the Rio Summer Games 2016 there are eleven Official Top Sponsors:

The International Olympic Committee (IOC) has strict regulations in place to protect its official international partners and prevent ambushing official Olympic partners and sponsors, such as Rule 40 of the Olympic Charter which prohibits athletes working with non-affiliated marketers during the Games, though there are reports that the rule is being modified for RIO.

Methodology.  Austin-Texas-based Global Language Monitor analyzes and catalogues the latest trends in word usage and word choices and their impact on the various aspects of culture, with a particular emphasis upon Global English. This exclusive ranking is based upon GLM’s Narrative Tracking technology. NarrativeTracker analyzes the Internet, blogosphere, the top 350,000 print and electronic news media, as well as new social media sources (such as Twitter) as they emerge. The words, phrases and concepts are tracked in relation to their frequency, contextual usage and appearance in global media outlets.

For more information call +1.512.815.8836 or email: Info@LanguageMonitor.com.

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One Week Before Rio Olympics, Ambushers Prevail Over TOP Sponsors

  • Samsung Tops all TOP Sponsors

  • Can P&G Recover?

  • Internet Media Buzz in Sharp Decline

Austin, TEXAS, July 28, 2016 — In the last eighteen months the Rio Summer Games have been battered by incompetent planning, a bankrupt government, an impeached president,  construction snafus, delays and simple negligence.  This, too, was reflected in the Global Language Monitor’s Brand Affiliation Index (BAI), which tracks the closeness of the relationship between branded entities in this case, the Rio Summer Olympics and its TOP Sponsors.  Eighteen months ago the average BAI between and among the Rio Olympics and its TOP Sponsors registered higher than that of  the London Summer Games.  After the deluge of bad news engulfed the on-coming Games, the BAI tumbled to about half the London levels until beginning to rise, once again, about three months ago.

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“The two charts that follow, the Rio Final Pre-Game Ranking by BAI and Percentage Change, raise significant questions about some of the Game’s’ most steadfast TOP Sponsors, including P&G/Gillette and Panasonic,” said Paul JJ Payack, President and Chief Word Analyst of the Global Language Monitor. “On the other hand Samsung has the look of an oncoming locomotive, with the potential of leaving the other Top Sponsors in the dust.”

The final numbers are in for the run-up to the Rio Summer Games — and the Ambushers continue to lead the TOP Sponsors in nine of the top fifteen spots.  Samsung, the top Top Sponsor has increased its already strong lead, beating Ambushers Nike and Starbucks the top Ambushers ranking  No. 2 and 3 overall followed by TOP Sponsors Coca-Cola, Dow and McDonald’s.  Ambushers Pepsi, Red Bull, DuPont, and Top Sponsor Omega followed. Overall, Nine of the Top Fifteen Places were held by Ambushers, as shown below.

Bridgestone Included

P&G/Gillette falls some 200 BAI points since the London Games and ends up at No. 19, its worst showing to date.  The chart also shows Coke, Dow and McDonald’s all scoring over 100, while Omega and GE remain strong in the mid-70s.  Bridgestone remains a question mark after tumbling from a very strong debut at 18-months out by about 150 BAI points.

Below is the change of the TOP Sponsors’ (and the non-Affiliated Marketers’) BAI since the London Summer Games.  As you can see, Samsung records the top increases rising from a BAI of 5.11 at London to some 376.17 during the final Rio Pre-Games measurement last week.  On the opposite end of the spectrum are Top Sponsors Atos Origin and Visa Card each down over 90% since London, followed by Ambusher Subway, down some 99.66%.

Rio Final Pre-Game Rankings by Percentage

As is rather dramatically demonstrated by the Percentage Change chart above, Omega is making a major charge up the chart marking a nine-fold improvement in brand awareness since London.  The only other TOP Sponsor to increase in the hundreds of percent range is Dow that has improved nearly 400 percent since London.

According to the current study, the TOP Olympic Sponsors, who spend up to $1 billion, or more, per Olympic cycle, and their products are making a dramatically smaller impact on the Olympic audience, in terms of Internet Media Buzz (IMB) than those of the London (2012) and Sochi (2014) Games, as shown below.

 

Decline in IMB Since London

 

 

The following charts provide a variety of differing insights into the study.

 

RedBull and Nike - Copy

 

Red Bull and Nike are both Ambusher stars that appear to be converging at the Rio Summer Games.

 

P&G vs Unilever - Copy

P&G/Gillette and Ambusher Unilever appear to be heading in opposite directions.

 

Coca-cola vs Pepsi - Copy

Coca-Cola remains strong while Ambusher Pepsi is holding its own.

 

McD and Samsung - Copy

McDonald’s rises modestly since London, wile Samsung reaches hitherto uncharted heights.

 

The following chart shows the number of Ambushers that have Increased their BAI by more than 100% since the London Games.

Ambushers with 100 percent growth

Impact of the Zika Virus

As previously noted, concern about the Zika virus is on the rise as the Games approach.  In fact these concerns have forced the other equally compelling concerns into the background.  These concerns include: the construction of the venues falling significantly behind schedule, the impeachment and subsequent replacement of the president of Brazil, rampant pollution impacting a number of venues.  GLM has previously published the Zike Impact numbers and is currently tracking the TOP Sponsors and top Ambushers against them as the Games commence.  GLM found that all TOP Sponsors were impacted with the exception of Atos Origin, whose score can be consider statistical noise.

GLM’s next step is to chart the trends associated with each brand’s ‘affiliation’ with the Zika virus in internet media buzz measurements

TOP Sponsors for RIO
The TOP Sponsors of the Rio 2016 Summer Olympics are:  Atos Origin (EPA: ATO), Bridgestone (TYO: 5108), Coca-cola (NYSE: KO), Dow (NYSE: DOW.WD), GE (NYSE: GE), McDonald’s (NYSE: MCD), Omega SA (Private), Panasonic (TYO: 6752), P&G (NYSE: PG), Samsung (KRX: 005930), and Visa Card (NYSE: V).
Top Non-affiliated Marketers
The top Non-affiliated Marketers (NAM) or Ambush Marketers of the Rio 2016 Summer Olympics are:  DuPont (NYSE: DD), IBM Global Services (NYSE: IBM), Michelin (EPA: ML), Nike (NYSE: NKE), Pepsi (NYSE: PEP), Philips (NYSE: PHG), Red Bull GmbH (Private), Rolex (Private), Siemens (AG ETR: SIE), Starbucks (NASDAQ: SBUX), Subway (Private), and Unilever (NYSE: UL)

About the Study

Download the Study Now!

The 2016 Rio Summer Olympics Brand Scorecard.GLM’s analysis is part of GLM’s on-going longitudinal study stretching back to the Summer Games in Beijing (2008) and forward to the Winter Games in Beijing in 2022.  The study uses GLM’s Brand Affiliation Index (BAI) to track how often brand names are linked to the Olympics in global print and electronic media and social networks.  GLM also uses the Entity Affiliation Index (EAI),  to track non-branded entities in the same manner. The Zika virus is such a non-branded entity.

For the Rio Summer Games 2016 there are eleven Official Top Sponsors:

The International Olympic Committee (IOC) has strict regulations in place to protect its official international partners and prevent ambushing official Olympic partners and sponsors, such as Rule 40 of the Olympic Charter which prohibits athletes working with non-affiliated marketers during the Games, though there are reports that the rule is being modified for RIO.

Methodology.  Austin-Texas-based Global Language Monitor analyzes and catalogues the latest trends in word usage and word choices and their impact on the various aspects of culture, with a particular emphasis upon Global English. This exclusive ranking is based upon GLM’s Narrative Tracking technology. NarrativeTracker analyzes the Internet, blogosphere, the top 350,000 print and electronic news media, as well as new social media sources (such as Twitter) as they emerge. The words, phrases and concepts are tracked in relation to their frequency, contextual usage and appearance in global media outlets.

For more information call +1.512.815.8836 or email: Info@LanguageMonitor.com.

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A Million Words and Counting: How Global English is Re-writing the World

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Top Trending Words and Phrases of 2016: Bigly, Brexit & Non-binary

Top Trending Words and Phrases of 2016, Thus Far:  Bigly, Brexit & Non-binary

AUSTIN, Texas July 15-17, 2016 –  Bigly, Brexit, and ‘Non-binary’ lead the Top Trending Words and Phrases of 2016 thus far, followed by the Prince Symbol, Zika, Gun Violence / Gun Culture, Safe Place, Heroin and fentanyl according to the current word trends in global English being tracked by the Global Language Monitor, the big data, trend tracking consultancy.

This is preliminary to GLM’s fourteenth annual Word of the Year (#WOTY) rankings that will be released on November 16, 2016.

“By the sixteenth year of the 20th century, the world was already awash in the trends that would influence the rest of the century, reaching all the way into the early 21st century.” said Paul JJ Payack, chief word analyst, the Global Language Monitor. “The twenty-first century trends that accompany these words might similarly portend far greater events than they represent today..”

The Top Trending Words of 2016 are listed below  (Rank, Word, and Comment).

Top Trending Words for 2016, thus far.

Rank, Word, Commentary

1. Bigly — Things trending larger … bigly.  Almost everything trended bigly thus far in 2016 from politics and foreign affairs, to terrorism and gun violence,
2, Brexit — The British Exit from the European Union provides a new vocabulary for future political breakups: Scotxit, Quebecxit and, even, Texit.
3. Non-binary —  A legal term for a gender identity between male and female
4.

Perhaps the first emoji.  The unpronounceable symbol representing the singer formerly known as Prince.

5.   Zika — Please note that Rio is not on this list; its spot was taken by the Zika Virus.  A potential global pandemic with Rio as its epicenter.
6.   Gun Culture / Gun Violence — Gun Culture/Gun Violence are neck-and neck in the ranking here.
7.   Safe Place — In the US, places where students can retreat to avoid hearing unpleasant words; in the world, places protected from rape, crucifixion, being sold into slavery, and the like.
8.   Heroin and Fentanyl — More deaths from opioids in the US than gun violence and auto accidents combined.  Where is the outrage?
9.   Hooya ha tah iti bin —  “Son please don’t smuggle yourself.” Transliteration of a Somali mother’s plea to her son not to join the refugee flow into Europe.
10.   Memory Care — Current euphemism for Alzheimer care.
11.   Presumptive — Presumptive Republican nominee, presumptive  Democratic nominee, presumptive prime minister, etc.  In 2016 the word ‘presumptive’ is bigly.
12.   Texticate — Facebook, messaging, twitter, email … everything is reduced to text… the textication of the world as we know it.
13.   Clintonworld — The private world of Hil and Bill where many of the laws of the political world seem to be suspended. Cf. Steve Job’s ‘reality distortion field’.
14.   Trumpism — The emerging political philosophy of the presumptive Republican candidate,whatever that may be.

15.   Tennessine — New element on the periodic table, with Atomic number 117 and the symbol Ts. Some wags say to honor Bluegrass, more likely the Oak Ridge National Laboratory.Others under consideration  a number of trending words that not yet meet the triple threshold  test, but might qualify as the year further unfolds.

In December 2015, Austin, Texas-based GLM announced that Microaggression in its various manifestations  was the Top Word of 2015.— The brief, everyday exchanges that send mostly unintended derogatory messages to members of various minority groups.

Related to the following terms:
Safe Space — In universities protecting students feelings by warning of subject matter that might elicit discomfit or distress.
Trigger — Any action that might elicit feelings of discomfit or distress.
Unsafe — The feelings a student encounters when without warning they are confronted with subject matter or situations that have elicited feelings of discomfit or distress.
Snowflake — What unconcerned students call those with the need for safe spaces and warnings about possible trigger events.Migrant Crisis was the Top Phrase of 2015, while Donald J. Trump, was the surprise Top Name of 2015.To see the Top Words of 2015, and the Top Words, Phrases, and Names of the 21st century go here.The words are culled from throughout the English-speaking world, which now numbers more than 1.83 billion speakers (January 2013 estimate) GLM employs its NarrativeTracker technologies for global Internet and social media 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 300,000 print and electronic global media, as well as new social media sources as they emerge.

About the Global Language Monitor

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, and to defend products against ambush marketing.

These services are currently provided to the Fortune 500, the Higher Education market, high technology firms, the worldwide print and electronic media, as well as the global fashion industry, among others.

For more information, call 1.512.815.8836, email info@LanguageMonitor.com, or visit www.LanguageMonitor.com.

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More Troubling News Rio and its Partners

Internet Media Buzz for Rio is at All-time Olympic Low; TOP Sponsor Link to Zika is Rising

Austin, TEXAS, June 15, 2016 — In its on-going, quadrennial, longitudinal analysis the Global Language Monitor has discovered another troubling trend for the TOP partners in the 2016  Rio Summer Games.  The new trend, uncovered in the analysis, is that of a large and disturbing ‘Value Leak,’ affecting Top Sponsors, Ambush Marketers, the Rio Olympics, and the Olympic brand itself.

A Value Leak exists where  a product, service, or event is valued at a certain rate and then original value ‘leaks’ out for any number of reasons.  In the case of the Rio Summer Olympics, part of the value dissipated by the ever-more clever machinations of the non-affiliated marketers (NAM) that GLM Has been tracking for years.  This information is being compiled for the upcoming edition of the 2016 Rio Summer Olympics Brand Scorecard.

However, the newly analyzed value leak concerns Internet Media Buzz itself, as shown below.

The Decline of Internet Media Buzz From London to Rio
The Decline of Internet Media Buzz From London to Rio

In an era where Internet media buzz make a real emotive connection with the product being sold, eyeballs can prove to be a perhaps a far inferior method of measuring the audiences emotive connections, especially since spectacles can be viewed in the same manner — and on the same stations — as more serious content.

Accordingly, the Global Language Monitor has adopted the term ‘heartstrings’ to refer to the volume of Internet Media Buzz (IMB) accounted for.

According to the current study, the TOP Olympic Sponsors, who spend up to $1 billion, or more, per Olympic cycle, and their products are making a dramatically smaller impact on the Olympic audience, in terms of Internet Media Buzz (IMB) than those of the London (2012) and Sochi (2014) Games.

GLM is currently creating an Economic Value Unit (EVU) that will estimate in dollar terms the size of the value leak for each of the TOP Sponsors during the current quadrennial.

If the total Internet Media Buzz for 2012 London Summer Olympics is consider as base 100, then the relative percentage of the 2014 Sochi Winter Olympics and the 2016 Rio Summer Olympics
follow:

Relative Weight
The Relative Weight of Internet Media Buzz rom London to Rio

These changes have little to do with the passive eyeballs of television but rather the emotional ‘heartstrings’ that measure the intensity of the connection between the brands and the events at the Games.

 
Impact of the Zika Virus
As previously noted, concern about the Zika virus is on the rise as the Games approach.  In fact these concerns have forced the other equally compelling concerns into the background.  These concerns include: the construction of the venues falling significantly behind schedule, the impeachment and subsequent replacement of the president of Brazil, rampant pollution impacting a number of venues.
For the first time, we are revealing the numbers the impact of the Zika virus on Rio Marketers as measured by the Entity Affiliation Index (EAI).  The EAI measures how frequently the particular brand is ‘affiliated’ with Zika in internet media buzz measurements. This is the first analysis of its kind released to the public.
The TOP Sponsors of the Rio 2016 Summer Olympics are:  Atos Origin (EPA: ATO), Bridgestone (TYO: 5108), Coca-cola (NYSE: KO), Dow (NYSE: DOW.WD), GE (NYSE: GE), McDonald’s (NYSE: MCD), Omega SA (Private), Panasonic (TYO: 6752), P&G (NYSE: PG), Samsung (KRX: 005930), and Visa Card (NYSE: V).
The top Non-affiliated Marketers (NAM) or Ambush Marketers of the Rio 2016 Summer Olympics are:  DuPont (NYSE: DD), IBM Global Services (NYSE: IBM), Michelin (EPA: ML), Nike (NYSE: NKE), Pepsi (NYSE: PEP), Philips (NYSE: PHG), Red Bull GmbH (Private), Rolex (Private), Siemens (AG ETR: SIE), Starbucks (NASDAQ: SBUX), Subway (Private), and Unilever (NYSE: UL)
In the chart below, TOP Marketers are marked in green, Non-affiliated Marketers (NAM) or Ambushers are desiginated in blue.
  
Impact o Zika 1
Impact of Zika 2

As you can see from the chart, all TOP Sponsors are impacted with the exception of Atos Origin, whose score can be consider statistical noise.

GLM’s next step is to chart the trends associated with each brand’s ‘affiliation’ with the Zika virus in internet media buzz measurements

 

About the Study

The 2016 Rio Summer Olympics Brand Scorecard.GLM’s analysis has previously revealed:

  • The overall study points to a relative decline of the Olympic brand.
  • The connection between the brands of the Rio Olympics  and that of its sponsors seem to be loosening.
  • The connection between the brands of the Rio Olympics,  the sponsors, and the Zika virus are actually tightening.

This analysis is part of GLM’s on-going longitudinal study stretching back to the Summer Games in Beijing (2008) and forward to the Winter Games in Beijing in 2022.  The study uses GLM’s Brand Affiliation Index (BAI) to track how often brand names are linked to the Olympics in global print and electronic media and social networks.  GLM also uses the Entity Affiliation Index (EAI),  to track non-branded entities in the same manner. The Zika virus is such a non-branded entity.

For the Rio Summer Games 2016 there are eleven Official Top Sponsors:

Coca-cola, Bridgestone, McDonald’s, P&G, GE, Omega, Samsung, Panasonic, Dow, Visa Card, and Atos Origin.  Currently GLM is tracking some eleven  Non-affiliated Marketers competing against the Top Sponsors, including:  IBM Global Services, Siemens AG, Pepsi, Nike, DuPont, Starbucks, Red Bull, Rolex, Philips, Lunss, and Subway, among others.

The International Olympic Committee (IOC) has strict regulations in place to protect its official international partners and prevent ambushing official Olympic partners and sponsors, such as Rule 40 of the Olympic Charter which prohibits athletes working with non-affiliated marketers during the Games, though there are reports that the rule is being modified for RIO.

Methodology.  Austin-Texas-based Global Language Monitor analyzes and catalogues the latest trends in word usage and word choices and their impact on the various aspects of culture, with a particular emphasis upon Global English. This exclusive ranking is based upon GLM’s Narrative Tracking technology. NarrativeTracker analyzes the Internet, blogosphere, the top 350,000 print and electronic news media, as well as new social media sources (such as Twitter) as they emerge. The words, phrases and concepts are tracked in relation to their frequency, contextual usage and appearance in global media outlets.

For more information call +1.512.815.8836 or email: Info@LanguageMonitor.com.

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Three Troubling Trends for the Rio Olympics

UnOfficial Rio 2016 Ambush Marketing Guide Ready to Order

Interest in the Rio Olympics and its Sponsors is Declining …

According to a Long-Term Longitudinal Study

Tracking the Games Since 2008

Austin, Texas, Memorial Day Weekend 2016 — The Global Language Monitor has discovered three troubling trends for the Rio Olympics, its Sponsors (and Ambushers), and the Olympic brand itself in its ongoing, longitudinal, Internet media buzz analysis, the 2016 Rio Summer Olympics Brand Scorecard.

GLM’s analysis has revealed the following:

  • The overall study points to a relative decline of the Olympic brand.
  • The connection between the brands of the Rio Olympics  and that of its sponsors seem to be loosening.
  • The connection between the brands of the Rio Olympics,  the sponsors, and the Zika virus are actually tightening.

The June 2016 edition of the 2016 Rio Summer Olympics Brand Scorecard will be released later this week.

This analysis is part of GLM’s on-going longitudinal study stretching back to the Summer Games in Beijing (2008) and forward to the Winter Games in Beijing in 2022.  The study uses GLM’s Brand Affiliation Index (BAI) to track how often brand names are linked to the Olympics in global print and electronic media and social networks.  GLM also uses the Entity Affiliation Index (EAI),  to track non-branded entities in the same manner. The Zika virus is such a non-branded entity.

Overall, there are a number of other concerns regarding the Games, including the construction of the venues falling significantly behind schedule, the impeachment and subsequent replacement of the president of Brazil, rampant pollution, and, of course — and a rising concern over the Zika virus epidemic as the Games approach.

Read the Story Here
Read the Story Here

According to the study, the TOP Olympic Sponsors, who spend up to $1 billion, or more, per Olympic cycle, should be concerned that their products are making a smaller impact on the Olympic audience for the Rio Summer games, than those of past Olympiads, particularly, London (2012) and Sochi (2014).

These changes have little to do with the passive eyeballs of television passive eyeballs but rather the emotional ‘heartstrings’ that measure the intensity of the connection between the brands and the events at the Games.

The Current Brand Scorecard

Of some concern is the fact that the overall numbers across the board are trending lower than those of the London Games.   This means that the aggregate score of global Internet Media Buzz is significantly lower than that measured for the London Games.  This effect of lower level of media buzz is also seen impacting individual sponsors (and ambushers),

For example, Proctor & Gamble (P&G) has shown a significant decline in its BAI, at this time.  As you can see from the chart, P&G now occupies the twentieth position overall and the tenth position (out of eleven) among the Top Sponsors.  Top Sponsors can, of course, gain strength, sometimes significantly so, as the Games approach.  For example, at the last Summer Olympics in London,  P&G finished with a rather disappointing 31.70 BAI. However, P&G rebounded with a score of 205.00, an increase of  a solid 173.30.

Overall standings in the current GLM Brand Scorecard follow.

Brand ScoreCard May 21 2016

 

For this example, we separated out Gillette from P&G, since it’s running the “Perfect Isn’t Pretty” Campaign in the run-up to the Games.  However in the current rankings P&G (8.30) stands at No. 19 overall.

Perhaps surprisingly, P&G scored about 30% higher on the BAI than Gillette did.

A closer look at the volatility in P&G’s performance since London is shown below:

P&G Top Partner P&G

Adding to the problem, you have well-respected organizations such as the World Health Organization declaring a public ‘health emergency’, and a recent article in the Harvard Public Health Review, describing the potential of the Rio Games to engender the spread the zika virus to the rest of the world as a ‘full blown global health disaster’.

Impact of the Zika Virus

In the first independent analysis of the impact of the Zika Virus on the Rio Summer Games, GLM found two significant trends:

  • There is a significant and growing impact on the Games themselves, and
  • There is a greater impact on individual sponsors.

The impact of these factors, for a number of companies, is significant and growing.

The overall impact on the Rio Games themselves is charted below with data points with an added trend line.

Zika Virus May 19 2016

The trendline alone is disconcerting in the extreme.

For the Rio Summer Games 2016 there are eleven Official Top Sponsors:

Coca-cola, Bridgestone, McDonald’s, P&G, GE, Omega, Samsung, Panasonic, Dow, Visa Card, and Atos Origin.  Currently GLM is tracking some eleven  Non-affiliated Marketers competing against the Top Sponsors, including:  IBM Global Services, Siemens AG, Pepsi, Nike, DuPont, Starbucks, Red Bull, Rolex, Philips, Unilever, and Subway, among others.

The International Olympic Committee (IOC) has strict regulations in place to protect its official international partners and prevent ambushing official Olympic partners and sponsors, such as Rule 40 of the Olympic Charter which prohibits athletes working with non-affiliated marketers during the Games, though there are reports that the rule is being modified for RIO.

Methodology.  Austin-Texas-based Global Language Monitor analyzes and catalogues the latest trends in word usage and word choices and their impact on the various aspects of culture, with a particular emphasis upon Global English. This exclusive ranking is based upon GLM’s Narrative Tracking technology. NarrativeTracker analyzes the Internet, blogosphere, the top 350,000 print and electronic news media, as well as new social media sources (such as Twitter) as they emerge. The words, phrases and concepts are tracked in relation to their frequency, contextual usage and appearance in global media outlets.

For more information call +1.512.815.8836 or email: Info@LanguageMonitor.com.

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A New Model for the Near-mythical Rise of Donald Trump; this one from the Ancient Greeks

Greek Gods

A New Model for the Near-mythical rise of Rise of Donald Trump; this one from the Ancient Greeks

Donald Trump’s Source of Power is the People, The Only Thing Separating Him From the People Will Cause His Downfall

 

Austin, Texas, May 24, 2016 — After reading yet another in an apparently unending number of ‘Dump Trump’ plans, we noticed that the latest differed from all the others, only in increasing its level of desperation.

It is now ever more evident that the party establishments are destined like Sisyphus to push their particular rocks up hills (in the current rendering) of their own making.

We’ve witnessed the attempts at explication of the origins of the Trump phenomenon to become more and more, dare we say it, detached or even unhinged from the current reality.  After all, it is now a given that the ‘establishment’ had completely missed (or were oblivious to) the rising anger, frustration and contempt that was seething beneath the surface of the body politic over the preceding seven years. (See Nate Cohn’s of the New York Times Apologia here.)

We at the Global Language Monitor have been documenting this undercurrent since 2007 And, indeed, it has and has been recorded in the pages of The Hill, the news organization most frequently accessed by the White House, Congress and  key influencers, as well as here in the Global Language Monitor.  However, those disruptive forces appear to have been masked, for good or for ill, by the triumphal arrival of the Obama Administration and its immediate aftermath. Of course, we also tracked the highs over the preceding time frame, but were prescient enough to pay attention to the lows, thinking there might be an interesting story that would unfold in the fullness of time.

At this point, it begs the question as to why would we expect these very same thought and opinion leaders, to suddenly, as if by epiphany or the unseen hand of the electorate, understand the enormity of the disruptive forces now sweeping the nation?

Nevertheless, how to explain this miss of near mythical proportions?  How would the ancient Greeks have

They might have called to mind the story of Antaeus.  (Antaeus here standing in for Donald J. Trump.)

Antaeus, the son of Poseidon, the god of the sea, and Gaia, the goddess of the land, the earth.  Antaeus was a giant who lived in North Africa.  He would challenge other giants striding across his land to a wrestling match to the death.  So skilled was he as a wrestler that he built a tower of skulls of the giants he had conquered in a tribute to father. This went on for ages until he encountered Hercules who was in the midst of the eleventh of his famed twelve labors.  The struggle was long, brutal and bitter; Antaeus and Hercules appeared evenly matched.

Then Hercules noticed a rather curious occurrence:  Antaeus appeared to gain a bit of strength every time Hercules (or Clinton in this case) threw him to the ground. So Hercules began to hold him in the air, for longer and longer periods, until he was weakened enough for Hercules to crush him until death.

Antaeus was finally beaten, because Hercules came to understand that he gained strength from his mother Gaia (in Trump’s case, the people), whenever he was thrown to the ground.

In the same manner, many have noted that the more his opponents attempt to take Trump down, the more they thrust him to the ground, the stronger he becomes.  In the same manner for Trump, the ground, the earth, his strength are the disenfranchised, the belittled, body politic.

And the only way to beat Trump in this scenario is to separate the candidate from those who love him.

The question then becomes — is there a Hercules or Herculean team who can separate one Donald J Trump from his ultimate source of power — the people?

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This MetaThought Commentary was written by Paul JJ Payack, commentator, author, speaker and Big Data Analyst, and president of both the ThoughtTopper Institute and the Global Language Monitor.

You have permission to publish this work as long as proper attribution accompanies the copy since it is licensed under a Creative Commons Attribution 4.0 International License.

MetaThought Commentary is a service of the ThoughtTopper Institute.

For more information call 1.512.815.8836.

 

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How Kate Middleton Ranks against the Top Ten Fashion Models

Austin, TEXAS, May 13, 2016 — Her Royal Highness, the Duchess of Cambridge AKA Kate Middleton is re-entering the world of fashion by posing for British Vogue in her first-ever fashion shoot.

hollywood dresses

Global Language Monitor compared Kate’s Moda Quotient (MQ) compared with a number of the world’s highest paid fashion models like Cara Delevingne and Gisele Bundchen and she is … No 2 on the chart already

In this chart, you can what each of the Top Ten Models earned in 2015, according to Forbes.

 

Kate vs Top Models

 

British Vogue celebrated its centennial issue with seven new photographs of Her Royal Highness.  The photos were taken by Josh Olins in the East Anglia countryside, the home to Cambridge household.  The session was a collaboration with the National Portrait Gallery, which will feature two of the portraits.

Of course, this is not the first time, Kate has made the list.

In 2015, Kate made the list, though in an oblique manner:  “4. Kate’s Baby girl — A little princess waiting in the wings?”

The Princess waiting in the wings was none other than Princess Charlotte.

Previous to this, Kate made her debut as a global fashion leader by knocking Lady Gaga who had captured the Top Spot in 2010.  Kate  took the Top Spot again again 2012, and ceded the Top Spot to London in 2013.

  • London (2013)
  • the Princess Effect (2012)
  • Kate Middleton (2011)
  • Lady Gaga (2010)

The Princess Effect was noted in 2012 when one UK newspaper quipped, ‘She turns everything she wears into sold.  At the time, the Princess Effect was said to contribute some £1 billion to the UK economy annually.

 

Methodology:  GLM’s various word analyses are longitudinal in nature covering a number of years that varies with the particular analysis.  The rankings are based upon actual word usage throughout the English-speaking world, which now numbers more than 1.83 billion people.  GLM analyses billions of web pages, millions of blogs, 300,000 print and electronic news organizations, and new social media sites as they emerge.  To qualify for GLM’s lists, the words, names, and phrases must be found globally, have a minimum of 25,000 citations. and the requisite ‘depth’ and ‘breadth’ of usage.  Depth is here defined as appearing in various forms of media; breadth that they must appear world-over, not limited to a particular profession or social group or geography.



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That Unpronounceable Symbol Used by Prince as the World’s First Emoji

Prince Symbol

The Unpronounceable Symbol Used by Prince as the World’s First Emoji

 

April 22, 2016, Austin, Texas — There is a strong argument that yet another of Prince’s major achievements was to create either the world’s first emoji or a strong predecessor  to the current Emoji phenomenon.

In 2014, the Global Language Monitor announced that the heart-shaped emoji was the top global Word of the Year, recorded in excess of 300,000,000 times.

In 2015, the Oxford Dictionary in turn,  named the ‘laughing into crying’ emoji at the top of its annual word list.

However, it was in 1993, that one Prince Rogers Nelson changed his name to an unpronounceable symbol of his own devising:

Though it came to be called the ‘love symbol’ Prince soon became known as The Artist Formerly Known as Prince, or even TAFKAP.

Prince also performed, produced or managed under a number pf pseudonyms, including:

Jamie Starr
Christopher
Alexander Nevermind
The Purple One
Joey Coco

The definition of the word emoji is, according to the Oxford Dictionaries is:

“A small digital image or icon used to express an idea, emotion, etc., in electronic communication.”
Origin:  1990s: Japanese, from e ‘picture’ + moji ‘letter, character’.

Of course, this definition has already been supplanted since we are all well aware of emojis now appearing in all forms of communication and not simply the electronic kind.

Yet  

Prince Symbol

 certainly meets the criteria of the Oxford Dictionaries definition as an image expressing an idea, image, etc., in the case the complex reality of the Artist Formerly Known as Prince”, said Paul JJ Payack, president and Chief Symbol Analyst of the Global Language Monitor.

About the Global Language Monitor

Early in the last century, 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.  Silicon Valley is located in what is now the CaliMinor Federation.

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, and to defend products against ambush marketing.

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.

For more information, call 1.512.815.8836, email info@LanguageMonitor.com, or visit www.LanguageMonitor.com.

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