Shocker: Beats Tops Sony in First Ambush Marketing Rankings World Cup 2014 Nike outpaces Adidas, McDonald’s falls behind in first Ambush Marketing Rankings World Cup 2014
June 23, 2014, Austin, TEXAS — In the Global Language Monitor‘s first Ambush Marketing analysis of the FIFA World Cup 2014 has found that Beats Tops Sony for No.1 Ambush Marketer of the Tournament thus far. In fact, four of the top five positions on the chart were held by Ambushers of Sony, McDonald’s, Continental, and Adidas. We should note that Continental was in a class of its own — at 538.20, towering over the other partners and sponsors who had an identifiable ‘non-affiliated marketer’ (NAM) thus far.
Of course, Beats, the headphones created by Dr. Dre and Jimmy Iovine (and banned by FIFA at the World Cup), scored a remarkable one hundred plus BAI points, ahead of Sony, the FIFA Partner. McDonald’s, which had multiple competitors, and was bested by KFC by 16.56 BAI points. However when the competitors are added together the scores stand significantly ahead of Mickey D’s. We will analyze those numbers in a later report.
“The numbers tell the story, and it is very interesting story, indeed,” said Paul JJ Payack, the Global Language Monitor president and Chief Word Analyst. “Global marketers have decided that aligning their brands with the FIFA World Cup is every bit as valuable as the Olympics, and perhaps even more so for certain audiences and demographics.”
Other results include Nike cruising by Adidas by a comfortable margin and in the Healthcare sector, P&G crushed Johnson and Johnson (J&J), scoring five times higher in the brand recognition scorecard. Visa easily outdueled Mastercard. Budweiser, now part of the inBEV family, edged by Heineken, though Heineken has a small, but growing following in Latin America. The other patrons and sponsors without identifiable non-affiliated marketing competitors appear to have solid niche leadership as shown in the FIFA 2014 Overall BAI rankings below.
When measured by the Global Language Monitor’s Brand Affiliation Index (BAI), the individual brands comprising the FIFA World Cup Sponsors and Partners had significantly disparate results as shown above.
Previously, the Global Language Monitor tracked how much the ‘corruption scandal’ was affecting the brand images of the partner and sponsors. The brands were tested and ranked by their Brand Affiliation Index(BAI) when linked to 2014 World Cup and words like “corruption”. GLM will follow up with the ‘corruption sandal’, as the World Cup unfolds.
There are a number of press reports detailing the efforts of some brands to downplay the effects on the scandal to their brand. When your brand could be sullied in front of the 3.4 billion television viewers of World Cup 2014, their concerns, whether or not admitted, are serious and significant.
The individual numbers 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 FIFA World Cup 2014.
The value of World Cup sponsorship continues to rise, from $10 million for lessor arrangements to partnerships approaching $200 million, though these fees are dwarfed by Olympic partnerships, a cost estimated to be up to $1 billion, fully loaded, over a four-year Olympiad.
Founded in Silicon Valley in 2003, Austin, Texas-based GLM collectively documents, analyzes and tracks trends worldwide, with a particular emphasis upon the English language. For more information, individualized reports, or a monthly subscription, call +1.512.815.8836 or email info@LanguageMonitor.com
Olympic Wrap-up, March 2014 Austin, Texas — The Global Language Monitor announced that Red Bull has taken the Gold for the Top Ambush Marketing Campaign, while Proctor & Gamble out-dueled a resurgent Samsung to take the Gold for the Top Marketing Campaign by an Official Sponsor for the recently concluded XXII Olympic Winter Games in Sochi, Russia. For the Ambushers, Red Bull led comfortably over Subway, which took the Silver, and Rolex, a surprise winner of the Bronze; Rolex was in a very tight race with both Unilever and Siemens. Following P&G for the Official Sponsors were Samsung taking the Silver, and Coca-Cola hauling in the Bronze. P&G, Samsung and Coca-Cola all had critically acclaimed marketing campaigns that were well-received by global audiences.
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 Sochi Winter Games. In the study, The Global Language Monitor measured several dozen factors, closely examining all marketing movement extending from London 2012 to projections for the Rio 2016. GLM has been tracking the Olympics in this manner since the Beijing Summer Games.
The Terra Cotta medal, the new award for least successful marketing campaign by an official partner, was contested by Visa Card, Omega, and Atos. Visa Card had the visibility without the impact of the P&G, Coke, and Samsung efforts. Omega’s rank is a conundrum: It appeared on the screen during every timed event, yet it, apparently, did not register in the minds of the global audience. (This needs to be rectified.) And Atos apparently doesn’t mind ‘winning’ the first Terra Cotta medal, since it has been dubbed the ‘Unsung Hero’ of the Games for creating Sochi’s vast (and effective) IT infrastructure. “The value of Olympic sponsorship continues to rise as evidenced by the bold attempts by the Ambush Marketers to associate their brands with the Sochi Winter Games.” said Paul JJ Payack, president and Chief Word Analyst, the Global Language Monitor. “The more stringent the legislation to outlaw any effort to ‘ambush’ the Games, the more marketers seem intent on circumventing the rules. And the more news related to ‘ambushing’ is highlighted by the media. An example is a Sochi official taping over Apple’s logo in plain site of the global media (#EpicFailure)”. 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 Sochi Winter 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 Starbucks, who seem to engender a false impression of Olympic sponsorship, our research shows, because of their immense size, health-oriented menu, and image of busy, successful people dashing in and out. Nike, for example, is proud of its Ambush Marketing ‘stunts’ such as the ‘Yellow-Green Neon Shoe’ escapade in London 2012 — and the record backs them up. The Sochi All Marketers Final Ranking by BAI is shown below.
Of particular note are the following.0 Red Bull’s connection with extreme and ‘uber-extreme’ sports has paid off, once again. Red Bull topped all marketers (official and otherwise), out-distancing the Gold-winning P&G, the top official sponsor, by some nine percent.o The Nike Stunt that Never Was — Though long anticipated, and expected, never materialized. At the end of the London Summer Games, Nike’s BAI reached 223.98, compared with its final Sochi BAI of 30.25, a net difference of nearly 200 points. Nevertheless, the fact that some twenty months after London, Nike is still ahead of three official Sponsors is testament to the lasting power of the London Stunt. o P&G’s “Thank you, Mom” campaign had viewers anticipating and actually recording the commercials for later viewing. The 316% increase from already-solid final London numbers is well deserved. o Subway, the Ambush Silver medalist’s year-round promotions with current and former Olympic icons worked once again. Subway’s 176.31 BAI topped that of eight of the 10 official sponsors. 0 In the battle between Coca-Cola, the Bronze medalist, and McDonald’s, long-time Olympic sponsors (and rivals), Coke more than doubled McDonald’s BAI (171.59 to 85.22). The back story here: Coca-Cola rose 48% from it London final, while McDonald’s was down about 8%. o Unilever (109.73), the P&G rival finished as the No. 4 NAM and No.8 marketer overall. Unilever rose some 800% over its London final (11.93). o GE had a noteworthy Olympics rising some 60% over a very respectable London performance (91.22 vs 55.97). GE’s commercials deftly detailed its incredibly broad range of products and services in a very entertaining manner. Rival Siemens also scored well, in fact, actually besting GE by about nine percent. o Apple Computer and Burton Snowboards both made an impression with the worldwide audience: the former with the ‘tape incident’ where an Apple logo was taped over by a Sochi official (Mistake: taping in full view of the media) during a skating competition, and Burton, for its brazen attempt to place its over-sized logo on the very visible underside of the boards of prominent snowboarders.
In the study, GLM measured several dozen factors, including the change in BAI from the end of the London Summer Games in 2012 to the end of the Sochi Winter Games for both Top Partners and Non-Affiliated Marketers.In percentage gains, the Top Partners almost doubled, rising over 95%. The biggest movers were Samsung, P&G, and Dow — all scoring triple-digit gains by percentage. However, the Non-Affiliated Marketers on the average almost quadrupled, up over 358%. .The largest gainers were Rolex (with a 1500% gain), Red Bull,Unilever, DuPont, and Siemens (all with triple-digit gains), and Subway. Measuring brands movements during the Sochi Games,themselves, six of the Top Ten gainers were Ambushers, as shown below.
Red Bull made the largest move during the Sochi Games, followed by Top Partners GE and DOW. Coca-Cola and McDonald’s (at No. 7 and 8) were the other Top Partners in the top ten. Non-Affiliated Marketers Unilever, DuPont, IBM Global Services, Nike, and Starbucks all made strong moves during the Games. The “Sochi Games Brand Marketing Report: Post-Games Analysis” is now available; order here.Over the last four Olympics, the Global Language Monitor has been using its Brand Affiliation Index and NarrativeTracker technology to measure the relationship of the official Sponsors and their competitors to the various Olympics brands. This is a longitudinal study that reaches back to the Beijing Summer Games in 2008. The names of the sponsors change rarely, but the non-affiliated competitors remain a core group with others that come on to the Olympic platform for but a cycle or two. GLM has found that there are many misconceptions continue to persist despite the evidence.
If you are looking for these or similar analyses for your event, company, organization, university, or brands, call 1.512.815.8836, or email info@LanguageMonitor.com.
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 250,000 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.
Subway Leads P&G for Gold, Red Bull vs. GE for Silver, McDonald’s Falters
Terra Cotta Medals Introduced
Sochi Olympics Week Two, February, 2014 Austin, Texas — After the first full week of the Sochi Winter Games, the marketing medal count finalized with the competition between and among the official sponsors and the Non-affiliated Marketers (NAM) is tight, according to the Global Language Monitor. Some highlights include Subway leading P&G for the Gold, Red Bull contending with GE for Silver, and McDonald’s apparently faltering thus far. The complete details are shown in the charts below.
Also, since no one can be eliminated from the Games once they begin, GLM has introduced the Terra Cotta medal in addition to the traditional Gold, Silver, and Bronze. In the Ancient world, Terra Cotta was considered the least valuable material for permanence (after gold, silver, and bronze).
The Terra Cotta Medal is depicted below.
“While the eyes of the world are focused on the athletes and the intense struggle on the ice and snow in Sochi, the eyes of the marketing world are keenly aware of the battle being waged for the billions of dollars in brand equity for being associated with the Winter Games.” said Paul JJ Payack, President and Chief Word Analyst, the Global Language Monitor.
Some highlights from the longitudinal study:
P&G has had an extraordinary Olympics thus far and will be in serious contention for the overall Gold.
Coke has a towering lead over McDonald’s, more a testament to Coke improving and Mickey D’s essentially treading water.
Rolex has improved , in terms of BAI from 6.1 in London to 144.23 today.
Red Bull leads the pack in the for Silver contenders. After all, if you jump from a Space Capsule to Earth, you’re must be affiliated with Red Bull.
GE and Siemens are neck-and-neck; Siemens moved down two spots, while GE was up four.
Unilever sits comfortably at No. 9, up one from last week.
Great commercials are bringing home the fact GE is (a lot) more than light bulbs.
Dow (No. 13) is up 2 this week, while DuPont (No.14) is down 2.
IBM Global Services and Atos Origin come in at No. 19 and 21, however they are both B-to-B plays and as long as they connect to the right people.
Omega deserves a higher profile; though they are on the screen for key moments of every competition, they are down in Terra Cotta territory.
Finally, Where is Nike? They are ready to pounce, but no pouncing evidenced thus far.
AUSTIN, Texas August 30 – September 2, 2013 — Six months out, the race for the Top Marketers of the Sochi Winter Olympics is in full swing. And the race to the Rio Summer Olympics of 2016 is not far behind, according to the “Sochi 2014 Ambush Marketing Outlook” report released by the Global Language Monitor (GLM), the brand equity trend tracking firm. P&G, Samsung and GE lead the Worldwide Partners but trail Non-affiliated Marketers Philips, Siemens and Adidas. When measured by GLM’s proprietary Brand Affiliation Index (BAI),10 of the top 15 spots are occupied by the Non-affiliated Marketers – with the bottom five spots all held by top sponsors. The longitudinal study began in July 2011 and tracks the top Worldwide Partners as designated by the Sochi Organizing Committee (SOC) and IOC.
The Global Language Monitor has been conducting brand audits of the top Olympic sponsors and their unaffiliated competitors since the Beijing Summer Games.
In the study conducted throughout August, 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 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.
For these rankings GLM measured the strength of the brand affiliation for each official Olympic sponsor against those of their primary non-affiliated competitors. Though ‘ambush marketing’ is well understood to mean an organization knowingly exploiting a brand affiliation with the Games without the benefit of official sponsorship, all perceived Olympic affiliations according to their presence in the global media, and statistically linked to the the particular event, qualify for GLM’s Ambush Marketing rankings.
British Open No. 1 by the wide margin, Master’s No. 2
In Analysis ‘The Players’ Ranks higher than the PGA
Biggest Problem: Nicklaus adds three Majors (to 21), Woods adds only one (to 15).
Austin, Texas. May 11, 2013. (Updated) Open Championship has been declared the Top Golf Major by Internet Media Buzz, according to an analysis using Global Language Monitor’s Sports Brand Affiliation Index (S-BAI).
One major point of resistance: By elevating the Players to Major Status means Nicklaus adds three Majors to his total (to 21), while Woods adds only one (to 15).
The S-BAI analysis compared the strength of affiliation of each of the currently recognized events (The Masters, The US Open, The Open Championship or British Open and the PGA Championship) to the concept of ‘major championship’. GLM then added the Players Championship for comparison with the four recognized events. In an associated finding, the Players Championship has entered into the top ranks of the golfing world as one of the sport’s major championship events or Majors. In fact, the Players’ Championship is in a virtual tie with the US Open for third.
The Open Championship’s S-Brand Affiliation Index (147.59) was followed by the Masters at 106.62. The US Open and Players Championships finished in a virtual tie for third at 90.74 and 90.17, respectively. The Open Championship scored nearly twice as high as the PGA Championship (79.40).
Ranklng the Golf Majors by Sports BAI
1. The British Open 147.59
2. The Masters 106.62
3. The US Open 90.74
4. The Players 90.17
5′ The PGA 79.40
“After forty years, the Players Championship has earned its place among the Major Golf Championships,” said Paul JJ Payack, President and Chief Word Analyst of GLM. “Forty years is certainly an excellent vantage point to judge its worthiness. And the data has spoken.”
Payack added, “Since 1860 The Open is the championship against which all future Majors would be judged. Now over one hundred and fifty-years later, we see that it towers above all others in the world of golf.”
In the early to mid 20th century, the Majors were considered to be those tournaments won by Bobby Jones during his historic 1930 season: the US and British Amateurs, the Open Championship and the US Open. Later Jones’ own tournament, the Masters, gained in importance as did the Western Open (considered a Major by many for a number of decades) as the British PGA fell from favor. As recently as 1960 there was no official recognition of the Majors, as such.
For this analysis, GLM employed proprietary ‘algorithmic methodologies’ such as the Brand Affiliation Index. The BAI computes and details the relative brand equity of people, products or events based on the analysis of global discourse, providing a real-time, accurate assessment at any point in time. To do so, GLM analyzes the billions of pages on the Internet, millions of blogs, the top 175,000 global print and electronic media, as well as Twitter and new social media sources, as they emerge.
GLM will perform another analysis following the conclusion of the 2013 Majors.
About Global Language Monitor: “We Tell the World What the Web is Thinking”
Founded in Silicon Valley, Austin, Texas-based GLM collectively documents, analyzes and tracks trends worldwide, with a particular emphasis upon the English language. For more information, individualized reports, or a monthly subscription, call +1.512.815.8836 or email info@LanguageMonitor.com
AUSTIN, Texas. July 18, 2012 — Of the Top Fifty Brands affiliated with the London 2012 Olympic and Paralympic Games only seventeen are official sponsors. This according to the latest Brand Affiliation Index (BAI) analysis by the Global Language Monitor, the Internet media trend tracking company. The longitudinal study began in July 2011 and tracks the top three tiers of official Olympic sponsorship, as designated by the LOGOC and the IOC.
“Fortunately in the Olympics there is no ‘mercy rule,’ where a winner is declared in a contest to reach twenty-one, when one side scores the first 11 points,” said Paul JJ Payack, President and Chief Word Analyst of GLM. Of the top official and ‘non-affiliated marketers’ in the current study, the first twelve fall into the non-affiliated category.”
. Some seventy-five brands are studied including the twenty-five premier official sponsors divided into three tiers: The TOP partners, which pay approximately one hundred million pounds for the privilege, the Official Olympic Partners, and the Official Olympic Sponsors. Together these sponsors pay an estimated 30% of the cost of staging the games.
There are a number of other levels and forms of sponsorship including national sponsorships such as 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.
For these rankings GLM measured the strength of the brand affiliation for each official Olympic sponsor against those of their primary non-affiliated competitors. Though ‘ambush marketing’ is well understood to mean an organization knowingly exploiting a brand affiliation with the Games without the benefit of official sponsorship, all perceived Olympic affiliations according to their presence in the global media, and statistically linked to the London Games, qualify for GLM’s Ambush Marketing rankings.
Ambushing by ‘Non-affiliated Marketers’ is more than Michael Phelps pitching sandwiches; it is a years-long effort to create a pseudo-sponsorship to leverage the good-well generated by having the Olympics with one’s brand.
The GLM Brand Affiliation Index for this analysis,ranged from a high of 797.90 (Royal Philips} to a low of 1.50 for VisaCard. The higher the score, the closer the brand affiliation with the event.
The Top Twelve (all Ambushers), along with their tiers, are Listed below:
E ON Energy
Cable & Wireless
As you can see for the above rankings, Business-to-Business brands are being subjected to the sames ambush marketing forces as B2C marketers. ‘
Royal Philips is crushing GE by over 20:1 margin; ExxonMobil bests BP by a similar margin; and BASF and DuPont are both striding past Dow.
The Top Ten Official Sponsors ranked from No. 13 to No. 39 overall. They are listed below, along with their tiers.
Though listed at the top official sponsor, the BT group actually ranks behind both Deutsche Telekom and Cable&Wireless.
Cadbury, McDonald’s and Coca-Cola are doing quite well for their investments in spite of the efforts to derail their sponsorships on the grounds of their contributing to a so-called ‘obesogenic’ environment. Adidas is currently doubling Nike’s number. P&G continues to excel with their ‘Moms’ campaign. Arcelor Mittal is a surprise standout for a company previously little known to the public.
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. For more information, call +1.512.815.8836, email info@LanguageMonitor.com, or click on www.LanguageMonitor.com