Olympic (Ambush) Competition Officially Under Way

Ambushers Leading Sponsors 33-17

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Billions of Dollars in Brand Equity at Stake

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.

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“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.”

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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.

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The Top Twelve (all Ambushers), along with their tiers, are Listed below:

1 Royal Philips TOP-A
2 CVC Capital OOP-A
3 ExxonMobil OOP-A
4 Manpower OOS-A
5 Schroders OOP-A
6 IBM Global TOP-A
7 E ON Energy OOP-A
8 KPMG OOS-A
9 Deutsche Telekom OOP-A
10 BASF TOP-A
11 EI DuPont TOP-A
12 Cable & Wireless OOP-A

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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.

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1 BT Group OOP
2 Cadbury OOS
3 BMW OOP
4 Adidas OOP
5 Panasonic TOP
6 McDonald;s TOP
7 Coca-Cola TOP
8 UPS OOS
9 P&G TOP
10 EDF energy OOP
11 Arcelor Mittal OOS
12 Samsung TOP

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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


Ambush Marketers Continue to Dominate

Olympic Ambush Marketers Continue to Dominate London 2012

Nike over Adidas; BA Trails Three Competitors; Subway and Pizza Hut Top McDonald’s


Kate Middleton ‘Brand’ Tops Coke, Adidas, and BA

Austin, Texas. Weekend May 4-6, 2012.  Ambush Marketers continue to dominate the run-up to the London Summer Games.  In fact ‘non-affiliated marketers’ took 27 of the top 50 spots measuring effective brand activation by the Global Language Monitor’s Brand Affiliation Index (BAI).

This despite the recent tightening of the rules by the IOC,  The GLM BAI rankings are not simply a matter of pride or bragging rights but rather a battle for brand equity and the consumer’s mind and the billions of dollars committed to the IOC, which are primarily used to fund the Games.

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“The Olympic movement it is not immune to the historic shifts in communications affecting all institutions worldwide,” said Paul JJ Payack, founding president of the Global Language Monitor. “The seemingly all-pervasive media ensure that the flow of information can be stopped neither by national boundaries nor institutional gatekeepers.   There is no reason to think that marketing activities are immune from such forces.  In fact, marketing has been one of the foremost purveyors of new media technology.”

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.

The GLM Brand Affiliation Index for this analysis, ranged from a high of 524.45 to a low of 1.49.  The higher the score, the closer the brand affiliation with an event.

GLM has been tracking ambush marketing at the Olympics since the Beijing Games in 2008.  For London 2012, GLM began the three tiers of official sponsors since the third quarter of 2011.  These results are based on a study concluded on May 1,  2012.

With its Branded Individual Index (BII) GLM also tracks the brand equity of the athletes before and during the Games.

The official Olympic sponsors are divided into three tiers:  Worldwide Partners, Official Partners, and Official Supporters. GLM tracks over fifty non-affiliated companies that are direct competitors with the Official Olympic sponsors.

To schedule a confidential consultation, call +1.512.815.8836.

For these rankings, encompassing the first quarter of 2012, 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.

The top findings include:

  1. McDonald’s is in a tough fight, ranking behind Subway and Pizza Hut, but beating KFC.
  2. Ambusher Nike leads Partner Adidas by a wide margin.
  3. British Airways trails ambushers Lufthansa, United and Air France in the rankings.
  4. Royal Philip outpaced ever-strong GE.
  5. P&G continues to crush ambush competitors as it did in Vancouver.
  6. Ambusher Ericsson Over Supporter Cisco by a 3:1 margin.

The Duchess Effect Meets the Summer Games

One interesting side note is that even the Summer Games are encountering the Duchess Effect.  The GLM BAI analysis showed that when linked with London  2012, Kate Middleton had a closer brand affiliation than a number of top sponsors including Coke, Adidas, BA and Panasonic, among others.

This again demonstrates the power of the ‘Kate Middleton Brand’.  A Tier 1 Olympic sponsor pays about $160 million for the privilege, plus the attendant advertising fees promoting the relationship that can cost upwards of $500 million over the four-year arrangement.  This would suggest that the Kate Middleton Brand could be valued at nearly a billion dollars or more, just in relationship to Summer Games.
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The Top Ten Official Olympic Sponsors by BAI are listed below.

1 Arcelor Mittal Supporter
2 EDF energy Partner
3 BT Group Partner
4 Thomas Cook Supporter
5 UPS Supporter
6 Lloyds TSB Partner
7 Cadbury Supporter
8 BP Partner
9 P&G IOC
10 ATOS IOC

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The Top Ten non-Olympic Affiliated Marketers by BAI are listed below.

1 Centrica AMB OP
2 Eon Energy UK AMB OP
3 Barclaycard AMB IOC
4 Schroders AMB OP
5 Royal Philips AMB IOC
6 EI DuPont AMB IOC
7 Kraft AMB SUP
8 Ericsson Comm AMB SUP
9 Subway AMB IOC
10 Lufthansa AMB OP

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The Top Twenty Combined Olympic Sponsors and Non-Affiliated Marketers Ranked by BAI.

1 Arcelor Mittal Supporter
2 EDF energy Partner
3 BT Group Partner
4 Centrica AMB OP
5 Eon Energy UK AMB OP
6 Thomas Cook Supporter
7 Barclaycard AMB IOC
8 UPS Supporter
9 Schroders AMB OP
10 Lloyds TSB Partner
11 Cadbury Supporter
12 BP Partner
13 Royal Philips AMB IOC
14 P&G IOC
15 ATOS IOC
16 EI DuPont AMB IOC
17 Kraft AMB SUP
18 Ericsson Comm AMB SUP
19 Subway AMB IOC
20 Lufthansa AMB OP

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The GLM Brand Affiliation Index for this analysis, ranged from a high of 524.45 to a low of 1.49.  The higher the score, the closer the brand affiliation with an event.

GLM has been tracking ambush marketing at the Olympics since the Beijing Games in 2008.  For London 2012, GLM began the three tiers of official sponsors since the third quarter of 2011.  These results are based on a study concluded on March 31,  2012.

With its Branded Individual Index (BII) GLM also tracks the brand equity of the athletes before and during the Games.

The official Olympic sponsors are divided into three tiers:  Worldwide Partners, Official Partners, and Official Supporters. GLM tracks over fifty non-affiliated companies that are direct competitors with the Official Olympic sponsors.

Customized GLM Ambush Marketing Rankings are released monthly up to and following London 2012.  The Ambush Marketing London 2012 report 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. For more information, individualized reports, or a monthly subscription, call +1.512.815.8836 or email info@LanguageMonitor.com

About Global Language Monitor:  ”We Tell You 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.

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 175,000 print and electronic global media, as well as new media sources, as they emerge.  For more information, individualized reports, or a monthly subscription, call +1.512.815.8836 or email info@LanguageMonitor.com


Olympic Ambush Marketers Continue to Dominate London 2012

Nike over Adidas; BA Trails Three Competitors; Subway and Pizza Hut Top McDonald’s


Kate Middleton ‘Brand’ Tops Coke, Adidas, and BA

Austin, Texas. Weekend May 4-6, 2012.  Ambush Marketers continue to dominate the run-up to the London Summer Games.  In fact ‘non-affiliated marketers’ took 27 of the top 50 spots measuring effective brand activation by the Global Language Monitor’s Brand Affiliation Index (BAI).

This despite the recent tightening of the rules by the IOC,  The GLM BAI rankings are not simply a matter of pride or bragging rights but rather a battle for brand equity and the consumer’s mind and the billions of dollars committed to the IOC, which are primarily used to fund the Games.

.

“The Olympic movement it is not immune to the historic shifts in communications affecting all institutions worldwide,” said Paul JJ Payack, founding president of the Global Language Monitor. “The seemingly all-pervasive media ensure that the flow of information can be stopped neither by national boundaries nor institutional gatekeepers.   There is no reason to think that marketing activities are immune from such forces.  In fact, marketing has been one of the foremost purveyors of new media technology.”

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.

The GLM Brand Affiliation Index for this analysis, ranged from a high of 524.45 to a low of 1.49.  The higher the score, the closer the brand affiliation with an event.

GLM has been tracking ambush marketing at the Olympics since the Beijing Games in 2008.  For London 2012, GLM began the three tiers of official sponsors since the third quarter of 2011.  These results are based on a study concluded on May 1,  2012.

With its Branded Individual Index (BII) GLM also tracks the brand equity of the athletes before and during the Games.

The official Olympic sponsors are divided into three tiers:  Worldwide Partners, Official Partners, and Official Supporters. GLM tracks over fifty non-affiliated companies that are direct competitors with the Official Olympic sponsors.

To schedule a confidential consultation, call +1.512.815.8836.

For these rankings, encompassing the first quarter of 2012, 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.

The top findings include:

  1. McDonald’s is in a tough fight, ranking behind Subway and Pizza Hut, but beating KFC.
  2. Ambusher Nike leads Partner Adidas by a wide margin.
  3. British Airways trails ambushers Lufthansa, United and Air France in the rankings.
  4. Royal Philip outpaced ever-strong GE.
  5. P&G continues to crush ambush competitors as it did in Vancouver.
  6. Ambusher Ericsson Over Supporter Cisco by a 3:1 margin.

The Duchess Effect Meets the Summer Games

One interesting side note is that even the Summer Games are encountering the Duchess Effect.  The GLM BAI analysis showed that when linked with London  2012, Kate Middleton had a closer brand affiliation than a number of top sponsors including Coke, Adidas, BA and Panasonic, among others.

This again demonstrates the power of the ‘Kate Middleton Brand’.  A Tier 1 Olympic sponsor pays about $160 million for the privilege, plus the attendant advertising fees promoting the relationship that can cost upwards of $500 million over the four-year arrangement.  This would suggest that the Kate Middleton Brand could be valued at nearly a billion dollars or more, just in relationship to Summer Games.
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The Top Ten Official Olympic Sponsors by BAI are listed below.

1 Arcelor Mittal Supporter
2 EDF energy Partner
3 BT Group Partner
4 Thomas Cook Supporter
5 UPS Supporter
6 Lloyds TSB Partner
7 Cadbury Supporter
8 BP Partner
9 P&G IOC
10 ATOS IOC

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The Top Ten non-Olympic Affiliated Marketers by BAI are listed below.

1 Centrica AMB OP
2 Eon Energy UK AMB OP
3 Barclaycard AMB IOC
4 Schroders AMB OP
5 Royal Philips AMB IOC
6 EI DuPont AMB IOC
7 Kraft AMB SUP
8 Ericsson Comm AMB SUP
9 Subway AMB IOC
10 Lufthansa AMB OP

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The Top Twenty Combined Olympic Sponsors and Non-Affiliated Marketers Ranked by BAI.

1 Arcelor Mittal Supporter
2 EDF energy Partner
3 BT Group Partner
4 Centrica AMB OP
5 Eon Energy UK AMB OP
6 Thomas Cook Supporter
7 Barclaycard AMB IOC
8 UPS Supporter
9 Schroders AMB OP
10 Lloyds TSB Partner
11 Cadbury Supporter
12 BP Partner
13 Royal Philips AMB IOC
14 P&G IOC
15 ATOS IOC
16 EI DuPont AMB IOC
17 Kraft AMB SUP
18 Ericsson Comm AMB SUP
19 Subway AMB IOC
20 Lufthansa AMB OP

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The GLM Brand Affiliation Index for this analysis, ranged from a high of 524.45 to a low of 1.49.  The higher the score, the closer the brand affiliation with an event.

GLM has been tracking ambush marketing at the Olympics since the Beijing Games in 2008.  For London 2012, GLM began the three tiers of official sponsors since the third quarter of 2011.  These results are based on a study concluded on March 31,  2012.

With its Branded Individual Index (BII) GLM also tracks the brand equity of the athletes before and during the Games.

The official Olympic sponsors are divided into three tiers:  Worldwide Partners, Official Partners, and Official Supporters. GLM tracks over fifty non-affiliated companies that are direct competitors with the Official Olympic sponsors.

Customized GLM Ambush Marketing Rankings are released monthly up to and following London 2012.  The Ambush Marketing London 2012 report 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. For more information, individualized reports, or a monthly subscription, call +1.512.815.8836 or email info@LanguageMonitor.com

About Global Language Monitor:  “We Tell You 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.

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 175,000 print and electronic global media, as well as new media sources, as they emerge.  For more information, individualized reports, or a monthly subscription, call +1.512.815.8836 or email info@LanguageMonitor.com


Who’s Sneaking into the London Games

A handful of clever marketers are ahead of official Olympic sponsors

 

By Toni Fitzgerald, Media Life Magazine,

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 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 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 out-perform 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 Payack.

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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More: Who really won in Vancouver: Ambushers


Which Brands Really Won in Vancouver: Ambushers

Four of five top brands at Winter Games Were Ambush Marketers

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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.

For GLM’s Analysis of the Beijing Olympics, go here.

“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.

` VO Partner Affiliation
Rank
1 Howe Sound Brewing Ambusher
2 P&G USOC
3 Shutter Island Ambusher
4 Scotiabank Ambusher
5 Lululemon Athletica Ambusher
6 United COC
7 Blenz Coffee Ambusher
8 Visa IOC
9 Red Bull Ambusher
10 Tyson COC
11 Roots Canada Ambusher
12 Budweiser USOC
13 McDonalds IOC
14 Pepsi Ambusher
15 Home Depot Inc Tornino USOC
16 Subway Ambusher
17 Verizon Ambusher
18 Hudson’s Bay Ambushed
19 Exxon Mobil Corp Past Sponsor
20 Deloitte COC
21 AT&T IOC
22 Bank of America Torino USOC
23 Nike COC
24 Hilton COC
25 Omega IOC

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The complete study of forty brands, with numerical analysis and changes in rankings over the course of the Games is available from the Global Language Monitor.

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 was run at the halfway point of the Winters Games, with the final tally appearing after the Closing Ceremony.

Four GLM’s Analysis of the Beijing Olympics, go here.


Research

GLM in Recent Scholarship:  A Selection

The Global Language Monitor is used as a reference source for academic institutions the world over. Currently there are +800 books, research journals, and academic papers that cite GLM’s analysis, numbers, and original research.

Here is a small selection.

GLM impacts the World

Excerpt from:Understanding China, at the English Speaker’s Union
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” Today, I have entitled my speech as Understanding China.  According to Global Language Monitor, an American research body following the global media reporting, on its list of the Top News Stories of the Decade, the rise of China came as the first, even well ahead of 9/11 and the war in Iraq.  But I think 2009 will probably be remembered in our history, as China’s transition into playing a major role in the world.
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Here in London, I could clearly sense China’s emergence onto the world stage.  During the G20 London Summit, the close cooperation between China, US, UK and other countries shows that China has come to the centre stage of addressing global issues.
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– Fu Ying, Chinese Ambassador to the United Kingdom at the English Speakers Union 12/10/09

Excerpt from:On Equal Terms: Redefining China’s Relationship with America and the West (Wiley)

“Hardly a day passes without a story about China in the pages of the Financial Times, Wall Street Journal, or International Herald Tribune echoing statements made by Paul JJ Payack, president of the Global Language Monitor.  His publication boldly reported in 2009 that the rise of China was by far the most widely read story of the past decade — and that period included 9/11, the war in Iraq and Afghanistan, and the global financial crisis.  “The rise of China to new economic heights has changed — and continues to challenge– the current international order,”  Payack proclaimed.  It is with little surprise that its ongoing transformation has topped all news stories in a decade bespotted by war, economic catastrophe, and natural disasters.”– By Mingxun Zheng

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How Lenovo deploys powerful creative sponsorship activation techniques for a global brand.
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Analysis of Formation of ObamaSpeak and its Cultural Connotation

SU Yu (College of Foreign Studies,Nanjing Agricultural University,Nanjing 210095,China)Words and phrases,the most sensitive elements in language,are always influenced by the politics,the economy as well as the social culture.According to the Global Language Monitor,the latest word to enter the English language is ‘Obama’ in its many variations.Obama is used as a ‘root’ for an ever-expanding number of words.This article tries to analyze the formation of ObamaSpeak and its cultural connotation..
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On Exploring Obamaspeak
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The vocabulary of any language or even tens of thousands up to millions, but the number of word formation has a very limited way and the basic line of succession. With the development of society and the emerging new things, new words will appear endless. According to the Global Language Monitor, which published Obama vocabulary is rapidly entering the English language, this new word as an example to Obama overall interpretation derived, composite, and blending techniques such as word formation.
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Author: Dingli Fu Zhao Zhengguo DING Li-fu ZHAO Government-China
Author: Dingli Fu, DING Li-fu (Huainan Normal University Foreign Language Department, Huainan, 232001)
Zhaozheng Guo, ZHAO Zheng-guo (PLA Foreign Languages University English Department, Luoyang, 471003)
Title: SHANGHAI JOURNAL OF TRANSLATORS,  Years, the volume (of): 2009 “” (1)
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Toward a global infrastructure for the sustainability of language resources GF Simons and S Bird,

SIL International and Graduate Institute of Applied Linguistics, Proceedings of the 22nd Pacific Asia Conference on Language, Information and Computation
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Arabic script language identification using letter frequency neural networks: Ali Selamat, Choon-Ching Ng, International Journal of Web Information Systems, Volume 4, Issue 4, pp 484-500


Speaking genes or genes for speaking? Deciphering the genetics of speech and language, Elena L. Grigorenko, Journal of Child Psychology and Psychiatry, Volume 50, Issue 1-2, Pages 116-125, Published Online: 5 Jan 2009

Boston College Third World Law Journal

A Domestic Right of Return? Race, Rights and Residency in New Orleans in the Aftermath of   Hurricane Katrina:  Boston College Third World Law Journal, Volume XXVII, Number 2
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Language Variation and Change, M. Hundt, University of Heidelberg

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Berkeley Business Law Journal

Shareholder Proposals: A Catalyst for Climate Change-Related Disclosure EN Rindfleisch,Journal

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The History of English, C. Springs, CourageToRisk.org

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Word Indexing for Mobile Device Data Representations: Computer and Information Technology, 2007. CIT 2007

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The Blame Frame: Justifying (Racial) Injustice in America: Harvard Civil Rights-Civil Liberties Law Review


“Noi” e gli “Altri”: verso un futuro di integrazione e di convivenza: Societa Dante Alighieri


Race and Media Coverage of Hurricane Katrina: Analysis, Implications, and Future Research Questions:

Analyses of Social Issues and Public Policy


Can God Intervene?: How Religion Explains Natural Disasters


As Seen on TV or Was that My Phone? New Media Literacy, CARMEN LUKE University of Queensland, Australia


Wardhaugh R., An Introduction to Sociolinguistics, fifth Edition Oxford Blackwell Publishers Ltd


Joao Paulo II: Um Atavista Midiation: Osvaldo Meira Triguerio


Communicating Gender Diversity: A Critical Approach by Victoria Pruin Defrancisco, Catherine Helen Palczewski,  Sage Publications


Ambush Marketers Tracked at Vancouver

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.

Rank (1-25), Marketer, and Affiliation

1.   Roots Canada — alleged Ambush Marketer

2.   Proctor & Gamble — USOC

3.   Deloitte — Canadian

4.   Budweiser unit of inBev — USOC

5.   Lululemon — alleged Ambush Marketer

6.   NBC unit of General Electric — IOC

7.   Tyson Foods — Canada

8.    McDonalds — IOC

9.    Polo Ralph Lauren — USOC

10.  Hilton — Canada

11.   Nike — Canada

12.  Verizon — Alleged Ambushed

13.  AT&T — IOC

14.  Subway — Alleged Ambusher

15.  Pepsi — Alleged Ambusher

16.  Coca-Cola — IOC

17.  MasterCard — Alleged Ambusher

18.  Omega — IOC

19.  United Airlines — Canada

20.  Adidas — Alleged Ambusher

21.  General Electric — IOC

22.  Visa — IOC

23.  Panasonic — IOC

24.  Samsung — IOC

25.  Acer — IOC

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 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.  For more information, call 1.512.815.8836.


TrendTopper Media Buzz

In the rapidly changing communications and media environment of the early 21st century, you cannot rely on telephone surveys, at home interviews, newspaper clippings or television mentions to measure the worth of a brand. Today the methodology must encompass the newest social media services (e.g., Twitter and Facebook), as well as the top million millions blogs, the billions of web pages, as well as the 75,000 top global print and electronic media — as well as proprietary databases.

This enormous sample simply cannot be tampered with because no single, institution has the ability to influence, let alone corrupt, data streaming from hundreds of thousands if not millions of points of origin.

TrendTopper MediaBuzz utilizes a mathematical model that ‘normalizes’ the data and allows GLM to make statistically significant comparisons among the various measurements. The end result is a non-biased analytical tool that will allow you to gauge the relative values differing institutions are assigned by consumers, as well as measures of how that value changes over time.

For more information. please click on one of the following links:

GLM Algorithmic-based Services:

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To learn more about the methodology used in our algorithmic-based Services, call 1.512.815.8836 or email pjjp@post.harvard.edu.


Ambush Marketing at the Vancouver Olympics

Ambush Marketing?
Ambush Marketing?

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.

Rank (1-25), Marketer, and Affiliation

1.   Roots Canada — alleged Ambush Marketer

2.   Proctor & Gamble — USOC

3.   Deloitte — Canadian

4.   Budweiser unit of inBev — USOC

5.   Lululemon — alleged Ambush Marketer

6.   NBC unit of General Electric — IOC

7.   Tyson Foods — Canada

8.    McDonalds — IOC

9.    Polo Ralph Lauren — USOC

10.  Hilton — Canada

11.   Nike — Canada

12.  Verizon — Alleged Ambushed

13.  AT&T — IOC

14.  Subway — Alleged Ambusher

15.  Pepsi — Alleged Ambusher

16.  Coca-Cola — IOC

17.  MasterCard — Alleged Ambusher

18.  Omega — IOC

19.  United Airlines — Canada

20.  Adidas — Alleged Ambusher

21.  General Electric — IOC

22.  Visa — IOC

23.  Panasonic — IOC

24.  Samsung — IOC

25.  Acer — IOC

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 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.  For more information, call 1.512.815.8836.


College Rankings Top 100 – Fall 2009

Spring/Summer 2010 Rankings Announced Week of July 26th.

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Return to main College Rankings page.

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Top Colleges, Fall 2009
Rank
1 Wellesley College, MA
2 Williams College, MA
3 Colorado College, CO
4 Oberlin College, OH
5 Amherst College, MA
6 Pomona College, CA
7 Middlebury College, VT
8 Union College, NY
9 Eugene Lang College, NY
10 University of Richmond, VA
11 Vassar College, NY
12 Bowdoin College, ME
13 Bryn Mawr College, PA
14 Connecticut College, CT
15 Bucknell University, PA
16 Wheaton College IL
17 Hamilton College, NY
18 Barnard College, NY
19 Dickinson College, PA
20 United States Naval Academy, MD
21 Washington & Lee University, VA
22 Colgate University, NY
23 Carleton College, MN
24 Bates College, ME
25 Willamette University, OR
26 Lafayette College, PA
27 Rhode Island School of Design, RI
28 Pratt Institute, NY
29 Kenyon College, OH
30 University of Mary Washington, VA
31 Gettysburg College, PA
32 Swarthmore College, PA
33 Mount Holyoke College, MA
34 Haverford College, PA
35 Bard College, NY
36 Beloit College, WI
37 Mills , CA
38 Cooper Union, NY
39 Colby College, ME
40 Virginia Military Institute, VA
41 Davidson College, NC
42 St John’ University, MD, NM
43 Drew University, NJ
44 Denison University, OH
45 Occidental College, CA
46 Reed College, OR
47 School of the Art Institute of Chicago, IL
48 United States Military Academy, NY
49 Spelman College, GA
50 Julliard School, NY
51 Macalester College, MN
52 DePauw University, IN
53 Trinity College, CT
54 Furman University, SC
55 Smith College, MA
56 Wesleyan University, CT
57 Skidmore College, NY
58 College of Wooster, OH
59 Whitman College, WA
60 Grinnell College, IA
61 United States Air Force Academy, CO
62 Franklin and Marshall College, PA
63 Berea College, OH
64 Kalamazoo College, MI
65 Austin College, TX
66 Claremont McKenna College, CA
67 Babson College, MA
68 Sewanee—University of the South, TN
69 Elon University, NC
70 Trinity University, TX
71 St Olaf College, MN
72 Wabash College, IN
73 Centre College, KY
74 College of the Holy Cross, MA
75 St Lawrence University, NY
76 Southwestern University, TX
77 Muhlenberg College, PA
78 Coe College, IA
79 Illinois Wesleyan University, IL
80 Harvey Mudd College, CA
81 Earlham College
82 Gustavus Adolphus College, MN
83 Lake Forest College, IL
84 Birmingham Southern, AL
85 Wofford College, SC
86 Moravian College, PA
87 Stonehill College, MA
88 Goucher College, MD
89 Morehouse College, GA
90 Agnes Scott College, GA
91 Ursinus College, PA
92 Pitzer College, CA
93 Scripps College, CA
94 Hendrix College, AK
95 Millsaps College, MS
96 New England Conservatory of Music, MA
97 Sweet Briar, VA
98 Hobart and William Smith College, NY
99 Berklee College of Music, MA
100T Wheaton College, MA
100T Washington & Jefferson College, PA
100T Lewis & Clark College, OR


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