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The Ambush Marketing Race to the Sochi Olympics is on!

 

P&G, Samsung and GE lead Worldwide Partners but trail Philips, Siemens and Adidas

Ten of the top 15 spots are occupied by the Non-affiliated Marketers

The race to the Rio Summer Olympics (2016) is not far behind

 

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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.

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Olympic Lingo: Obscure Words Related to the London 2012 Summer Games

Austin, Texas. July 30, 2012 . In the spirit of public service, the editors of the Global Language Monitor, have selected a number of the more obscure words and phrases related to the London 2012 Summer Olympics and presented below with definitions and/or related factoids. “The history of the Olympic Games spans over 2800 years, with the Games themselves persisting for over 1,000 years in the Ancient World,” said Paul JJ Payack, president of GLM. “The Games have garnered a rich tapestry of linguistic innovation concerning the nature of the Games, the individual sports, and the rituals surrounding the quadrennial festival.” Below are some of the more obscure words and phrases with definitions and/or related factoids.

  1. Citius, Altius, Fortius (Olympic History) — The Olympic Motto is actually Latin (and not Greek) for Faster, Higher, Stronger)
  2. Dead Rubber (Tennis) — A match in a series where the outcome has already been decided by previous matches
  3. Eggbeater (Water Polo) — Kicking one’s feet quickly in a back-and-forth motion keep the body above water
  4. Fletching (Archery) — Traditionally, feathers from the left wing of a turkey, goose, or raptor used to stabilize an arrow; now replaced with synthetics
  5. Flu-Flu Arrow (Archery) — An arrow with extra ‘fletching’ to slow its flight
  6. High Drag Projectile (Badminton) — The birdie or shuttlecock
  7. Impulsion (Equestrian) — The thrust, impelling, or pushing power of a horse
  8. Kotinos (Olympic History) — Olive branches fixed in crowns of victory in the classical Greek Olympics
  9. Marathon (Olympic History — The word Marathon is derived from the Greek for fennel, the spice which apparently grew in abundance on the plains
  10. Nutmeg or Nuttie (Football) — Kicking the football between the legs of an opponent
  11. Pankration — A sport contested beginning in the 7th century BCE, that combined wrestling and boxing (similar to today’s Mixed Martial Arts)
  12. Pheidippidean Pheat (Olympic History) — Forget the Phelpsian Pheat of the Beijing Games, according to legend Pheidippides ran from the battlefield of Marathon to Athens pronounced, Victory! and then promptly died. (The actual distance was about 24 miles or 38.6 km.
  13. Repechage — First round losers are provided another opportunity to advance in a competition
  14. The Snatch Deadlift (Weightlifting)– Lifting the barbell in a single movement, as opposed to the Clean and Jerk
  15. Victor Ludorum (Olympic History) — The Champion of the Games, in Latin of course.

GLM has been tracking language at the Olympics since the Athens Games in 2004.



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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



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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



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Kate Middleton ‘Brand’ Tops London Olympics Sponsors in New Brand Affiliation Study

The Duchess Effect Meets the London Olympics

Kate previously helps London achieve Top Global Fashion Capital status

…  after toppling Lady Gaga for Top Fashion Buzzword

Austin, Texas. May 17, 2012 .  The Duchess Effect Meets the Summer Games, indeed.  According to the Global Language Monitor’s  London 2012 Ambush Marketing May 15 Update, even the Summer Games are encountering the Duchess Effect.  The GLM Brand Affiliation Index (BAI), when linked with London  2012, Kate Middleton had a closer brand affiliation that 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.

 

“This can be viewed as a two-edged sword for Sebastian Coe and the International Olympic Committee (IOC),” said Paul JJ Payack, president and chief word analyst for the Global Language Monitor.

“On the one hand, the Duchess of Cambridge and her husband, are Olympic Ambassadors; on the other hand the Kate Middleton ‘brand scores’ higher that nearly half the paying sponsors, such as, Coke, Adidas, and BA, among many others.”

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 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.

Earlier this year, the former Kate Middleton has already helped propel London to the Top Global Fashion Capital ranking for 2011 and was named the Top Fashion Buzzword for 2012 topping even Lady Gaga, the previous year’s winner.

The Official Olympic Mascots, Wenlock and Mandeville, fashioned from drops of steel, appear to pose little threat to Kate’s reign.

The London 2012 Mascots

For these rankings, concluded on May 1, 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.

GLM has been tracking the Olympics since the Athens Games in 2004 and ambush marketing since the Beijing Games in 2008.  For London 2012, GLM began tracking the three tiers of official sponsors since the third quarter of 2011.

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GLM also tracks the brand equity of the athletes before and during the Games.

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About Global Language Monitor:  “We Tell You What the Web is Thinking”

Customized GLM Ambush Marketing Rankings are released monthly up to and following London 2012.  The Ambush Marketing London 2012 May 15 Update 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.



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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.
..

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

..

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



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Top “Ambush Marketers” For London Olympics 196 Days Out

Top “Ambush Marketers” For London Olympics: KFC, IBM Global Services, Dell, and Nike among Leaders

Non-sponsors Continue to Rank High on Brand Affiliation Index (BAI)

Austin, Texas, January 12, 2012. KFC, IBM Global Services, Dell, and Nike were among the Top “Ambush Marketers” for the London 2012 Olympics as ranked by The Global Language Monitor (GLM), the Internet and Media Trend Tracking Company. In the rankings, encompassing Q3 and Q4 of 2011, GLM measured the strength of the brand affiliation for each official Olympic sponsor as well as those of their primary 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. However, all perceived Olympic sponsors according to their presence in the global media, and statistically linked to the London Games, qualify for GLM’s Ambush Marketing Index, said Paul JJ Payack; president of the Austin, Texas based Global Language Monitor. “There is more than pride at stake, since the official sponsors generate some 30% of the revenue needed to stage the Games.”

There are twenty-five top official Olympic sponsors 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.

Measuring each tier against their ambushers, GLM has found that for the second half of 2011, each tier of Ambushers beats their legitimate competitors according to the Tier’s Q4 Brand Affiliation Index.

Q4 BAI
Worldwide Partner-A 30.09

Worldwide Partner
25.39
Official Sponsor-A
55.66
Official Sponsor
52.67
Official Partner-A
50.42
Official Partner
16.38

Among Worldwide Partners, Coca-Cola, DOW, and P&G scored the highest on GLM’s Brand Affiliation Index (BAI) for Q4 2011. In terms of movement, Omega and Coca-Cola both improved their BAIs by some 350%, over the last half of 2011. Among Worldwide Partner Ambushers, IBM Global Services, Royal Phillips, HP, Barclaycard, and Dell all scored significantly higher on GLM’s BAI for Q4 2011 than their Worldwide Partner competitors. In terms of movement, IBM Global Services, Dell, and KFC all improved their BAI’s by 250% or more through the end of 2011.

Among Official Partners, EDF Energy, Lloyds TSB, and the BT Group scored the highest on GLM’s Brand Affiliation Index (BAI) for Q4 2011. In terms of movement, Lloyds TSB, the BT Group, and BP, all improved their BAI more than 100% over the last half of 2011. Among Official Partner Ambushers, UnitedContinental (BA), the 3i Group (Lloyds TSB), and all scored significantly higher on GLM’s BAI for Q4 2011 than their Worldwide Partner competitors. In terms of movement, the 3i Group (Lloyds TSB), UnitedContinental (BA), and Nike (Adidas) all improved their BAI’s by 250% or more through the end of 2011.

Among Official Supporters, Arcelor Mittal, UPS, and Cadbury scored the highest on GLM’s Brand Affiliation Index (BAI) for Q4 2011. In terms of movement, Arcelor Mittal, Cadbury, Cisco Systems, and Adecco all improved their BAI more than 200% over the last half of 2011. Among Official Supporter Ambushers, Hebie Steel (Arcelor Mittal), Kraft (Cadbury), and PricewaterhouseCoopers (Delloite) all scored significantly higher on GLM’s BAI for Q4 2011 than their Official Supporter competitors. In terms of movement, Hebie Steel (Arcelor Mittal), DHL (UPS), and Ericsson (Cisco) improved their BAI’s by 250% or more through the end of 2011.

Customized GLM Ambush Marketing Rankings are released monthly up to and following London 2012. They can also be individualized for any organization. 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 +1.512.551.3627 or email pjjp@post.harvard.edu.



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