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

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

P&G Stumbles, Omega (Finally) Shines

 

Rio logo

 

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

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

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

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

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

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

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

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

 

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

 

 

 

 

 

 

 

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

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

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

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

 

Rio Brand Scorecard
RIO Olympics Brand Scorecard Now Available

 

About the Study

Download the Study Now!

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

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

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

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

 

Final Ranking BAI

 

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

 

Final BAI Ranking and Change

 

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

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

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

 

Change from 18 Months Out

 

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

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

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

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

 

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

 

GLM uses its proprietary algorithmic services to perform brand audits, enabling organizations to judge their brand performance between and among their competitors and their peers. The higher the BAI (Brand Affiliation Index) the closer the brand affiliation with the primary brand, in this case the RIO Summer Olympics.

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

About the Global Language Monitor
Austin-Texas-based Global Language Monitor analyzes and catalogues the latest trends in word usage and word choices and their impact on the various aspects of culture, with a particular emphasis upon Global English. This exclusive ranking is based upon GLM’s Narrative Tracking technology. NarrativeTracker analyzes the Internet, blogosphere, the top 300,000 print and electronic news media, as well as new social media sources (such as Twitter) as they emerge. The words, phrases and concepts are tracked in relation to their frequency, contextual usage and appearance in global media outlets.
In 2003, The Global Language Monitor (GLM) was founded in Silicon Valley by Paul J.J. Payack on the understanding that new technologies and techniques were necessary for truly understanding the world of Big Data, as it is now known. GLM provides a number of innovative products and services that utilize its ‘algorithmic services’ to help worldwide customers protect, defend and nurture their branded products and entities. Products include ‘brand audits’ to assess the current status, establish baselines, and competitive benchmarks for current intellectual assets and brands.
These services are currently provided to the Fortune 500, the Higher Education market, high technology firms, the worldwide print and electronic media, and the global fashion industry, among others.
For more information, call 1.512.815.8836, email info@LanguageMonitor.com, or visit www.LanguageMonitor.com.

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

 

Under Armour Makes a Splash

Coke Strong

P&G Falters Further

Rio logo

 

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

 

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

 

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

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

 

Rio BAI Change by Percent

Rio BAI Change by Percent

 

 

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

About the Study

Download the Study Now!

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

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

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

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

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

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One Week Before Rio Olympics, Ambushers Prevail Over TOP Sponsors

  • Samsung Tops all TOP Sponsors

  • Can P&G Recover?

  • Internet Media Buzz in Sharp Decline

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

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

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

Bridgestone Included

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

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

Rio Final Pre-Game Rankings by Percentage

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

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

 

Decline in IMB Since London

 

 

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

 

RedBull and Nike - Copy

 

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

 

P&G vs Unilever - Copy

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

 

Coca-cola vs Pepsi - Copy

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

 

McD and Samsung - Copy

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

 

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

Ambushers with 100 percent growth

Impact of the Zika Virus

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

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

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

About the Study

Download the Study Now!

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

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

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

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

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

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More Troubling News Rio and its Partners

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

 

About the Study

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

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

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

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

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

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

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

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

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Three Troubling Trends for the Rio Olympics

UnOfficial Rio 2016 Ambush Marketing Guide Ready to Order

Interest in the Rio Olympics and its Sponsors is Declining …

According to a Long-Term Longitudinal Study

Tracking the Games Since 2008

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

GLM’s analysis has revealed the following:

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

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

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

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

Read the Story Here
Read the Story Here

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

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

The Current Brand Scorecard

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

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

Overall standings in the current GLM Brand Scorecard follow.

Brand ScoreCard May 21 2016

 

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

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

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

P&G Top Partner P&G

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

Impact of the Zika Virus

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

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

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

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

Zika Virus May 19 2016

The trendline alone is disconcerting in the extreme.

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

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

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

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

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

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The Mathematical Basis of Yogi-isms

Lawrence Peter “Yogi” Berra, a Hall of Fame catcher during the heyday of the great New York Yankee baseball dynasty of the ’50’s, was known for his interesting way of constructing sentences.  These became widely known as ‘Yogi-isms’.  What has not been previously understood is the mathematical basis of his thought by Paul JJ Payack, chief word analyst, Global Language Monitor.

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PAC-12 Upsets Big Ten for Top Smartest Reputation After Conference Realignment

 

 

Big Five Football Conferences

 

 

 

 

 

The Rankings:  1. PAC 12, 2. Big Ten, 3. SEC, 4. ACC, 5. Big 12

Austin, TEXAS July 29, 2015 — Some five years after what has come to be known as Conference Realignment, the impact on the academic reputation at highest level of Collegiate Athletics is becoming clear(er). According to an analysis performed using the 2016 TrendTopper MediaBuzz of the Top 419 College Brands, 10th edition, The PAC-12 now is the Top College Conference by Academic Reputation.

As you can see from the chart below, The PAC 12 toppled the Big Ten from the Top Spot, also leapfrogging the SEC and ACC.

 

Top Conf by Academic Rep 2015

Since 2008, the TrendTopper MediaBuzz College Guide has been ranking the nation’s Top 422 Colleges and Universities according to the values of their brands. Almost immediately, the Global Language Monitor, the TTMB publisher, began to see parallels between the value of a school’s brand and its perceived athletic excellence.

In 2012, GLM began a study of all the major football conferences at the time while looking ahead to the future changes then proposed. This was not necessary in 2015, since there are now only five conferences at the highest level of the game that matter:

• The Atlantic Coast Conference
• The Big 10 Conference
• The Big 12 Conference
• The PAC 12 Conference
• The SEC Conference

As before, the Patriot League and the Ivy League, two FCS conferences renowned for their academic prowess, are used as controls.

The analysis also gathered together the schools that have been overlooked by the Big 5 and hope to join one of them in a future paroxysm of conference realignment. The Select Seven schools include: Rice University, Tulane University, Southern Methodist University, University of Tulsa, University of Central Florida, University of Cincinnati, and the University of Connecticut. We treat the Select Seven as a separate conference for ranking purposes.

Highlights of the analysis:

The Biggest Winner 1 – The Pac 12 jumps over the Big Ten, ACC and SEC to the Top Spot. This was not because of the addition of Utah (Net negative) and Colorado (Net positive) with realignment, but rather because of the continuing strengthening of the academic reputation of the original PAC 10 membership. In fact, members of the PAC 12 occupied five of the top eleven spots in the university ranking.

The Biggest Disappointment – The Big 10, always an academic juggernaut only strengthened itself with the addition of Rutgers and Maryland. The addition of Nebraska was a net negative. Nevertheless, the Big Ten fell into the second position, only marginally ahead of the SEC and ACC. Wisconsin, Michigan, Minnesota and Ohio State all finished in the top twenty of the university ranking.

The SEC and the ACC both improved their academic reputations over the last few years with the SEC bolstering its already formidable academic stalwarts with Texas A&M and Missouri. The ACC added two Eastern academic powerhouses in Pitt (founded in 1787) and Syracuse. The addition of Louisville was a net negative. Head-to-head, in the SEC vs. ACC contest, the SEC narrowly secures the win by a whisker with a last second field goal.

The Biggest Loser – The Big Twelve. Losing academic stars Texas A&M, Missouri, and Colorado while gaining West Virginia was a net negative. The Big 12, anchored by UT, a Top 10 academic school, now stands at about a third of the Academic Branding Power of the PAC 12 and Big Ten.

Methodology: For this analysis, the Global Language Monitor used its proprietary Brand Affiliation Index (BAI), the same technology used to measure global brand equity for the Olympics, World Cup, the Fortune 500, and others. This exclusive, GLM longitudinal-study encompasses the prior three years to better assess short-term velocity and longer-term momentum. The study is a Big Data textual analysis based on billions of webpages, millions of blogs, the top 375,000 global print and electronic media, and new social media formats as they appear. This is the tenth edition of the survey since it first appeared in 2008.

About the Global Language Monitor

The Global Language Monitor is the publisher of the 2016 TrendTopper MediaBuzz of the Top 419 College Brands, 10th Edition.

In 2003, The Global Language Monitor (GLM) was founded in Silicon Valleyby 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. Previous to this Payack was the founding president at yourDictionary.com, and a senior executive for a number of leading high tech companies.

Today, from its home in Austin, Texas GLM provides a number of innovative products and services that utilize its ‘algorithmic services’ to help worldwide customers protect, defend and nurture their branded products and entities. Products include ‘brand audits’ to assess the current status, establish baselines, and competitive benchmarks for current intellectual assets and brands, and to defend products against ambush marketing.
These services are currently provided to the Fortune 500, the Higher Education market, high technology firms, the worldwide print and electronic media, and the global fashion industry, among others.

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

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

 

Under Armour Makes a Splash

Coke Strong

Micky D and P&G Falter Further

Rio logo

 

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

 

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

 

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

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

 

Rio BAI Change by Percent

Rio BAI Change by Percent

 

 

Buy the Book Now!

Click on the Above Book to Download Now!

 

 

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

About the Study

Download the Study Now!

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

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

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

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

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

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Annals of Heroes Past (and passing)

A commentary on Tiger Woods (and Mickey Mantle) by Paul JJ Payack, the Global Language Monitor, Austin, Texas

April 2014

For some time now I have been pondering the apparent decline of Tiger Woods.

Over his long career he’s been cut and measured against those of Jack, Arnie, and Sam (sometimes Phil) and, now, Rory, Bubba, and the other Young Guns.

But the comparison to which I keep coming back never played out on the links, or  Amen Corner, or even on the hallowed grounds of St. Andrews or Pebble Beach, but on the barren ball fields of Commerce, Oklahoma and  later on a particularly verdant patch of grass off the Major Deegan Expressway in the Bronx.  Of course I am not writing of one of Tiger’s fellow golfers at all, but rather  of The Mick, one Mickey Charles Mantle, of New York Yankees fame.

Annals of Heroes Past (and passing)
Annals of Heroes Past (and passing)

Both Tiger and Mickey achieved greatness at an early age, to herald the beginnings of long, illustrious careers — and both were destined for that type of glory, perhaps, never (or at least seldom seen) before.  Both had peak performances a dozen or so years into their career, then they both continued  showing flashes of brilliance, amidst the strongest of suspicions that their careers had peaked in their 32nd years. If their past were prologues — then their prologues had, indeed, passed.

I watched Mickey stumbling through those last painful years, tuning to the game every 20 minutes or so, to catch him lumbering from the batter’s box toward the plate, hoping against hope that he’d collect those few hits that would preserve a career .300 batting average, the last mark of greatness he had left to achieve.

Even then, I had done the math.  If only he could finish this last season with eight more hits than his then-current pace he’d achieve his final, career capping goal, then vanishing before his eyes (and mine).

In that context, I have been watching, studying Tiger, since what might now be considered his consummate effort, playing virtually if not literally on one leg, gutting out one last brilliant effort high above the surf at Torrey Pines.

This is not to say that Tiger will never pass Jack in his long-sought goal, the grail of capturing his Nineteenth Major.  But the story, like that of The Mick, has taken on many of the trappings of a neo-Greek tragedy.

He, like Mickey, heroes from afar, reach for (and attain) heroic status, they each evince their individual brands of hubris, exhibit an achilles heel (or two),  engage in mortal combat with a cast of rivals nearly god-like heroes themselves.

For The Mick there was no Deus ex-Machina to intervene in the final act; for Tiger, the Chorus has yet to sing.

 

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Top Ten Consequences of Conference Realignment on Academic Reputation

Read: Why the Flutie Effect is Real (Harvard Business Review)

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Big Ten Tops, SEC Most improved

Both New Big East Conferences Tumble

 

Austin, TX July 4th Weekend – July 4th might be Independence Day, but July 1st, was Conference Realignment Day when dozens of college and universities landed in what they hope to be greener pastures. The Global Language Monitor, analyzed pre-2012 conference configurations and compared them with their new membership additions or deletions.

Top Ten Consequences of Conference Realignment on Academic Reputation

  1. The Big Ten continues to rank first in academic reputation.
  2. Ohio State was the top ranked school in the Big 10.
  3. The PAC 12 lost ground with Utah, but is now just slightly behind the ACC.
  4. If included in the rankings the academically renowned Ivy League would have bested the Big Ten and the Patriot League would be in a virtual tie with the Big Ten.
  5. The Atlantic Coast Conference was a close No. 2, pulling within ten percent of the leader.
  6. The Southeast Conference was the most improved after adding two academic stars (Texas A&M and Mizzou).
  7. Both the New and Old Big East (Big East and American Athletic) conferences fell by about 20% each
  8. The academic reputation of the Big 12 remained virtually unchanged, after taking the hit with the loss of Nebraska, Missouri, Colorado and A&M.
  9. The ACC gains with the addition of Pitt and Syracuse but will pull back a bit in 2014 with the addition of Louisville.
  10. The Big Ten will grow even stronger with the addition of Rutgers and Maryland.