Your browser (Internet Explorer 7 or lower) is out of date. It has known security flaws and may not display all features of this and other websites. Learn how to update your browser.
X
We Tell the World What the Web is Thinking +1.512.815.8836
Austin, TX May 13, 2013 – With the news of realignment ending, or at least arriving at a temporary pause, The Global Language Monitor, analyzed pre-2011 conference configurations and compared them with projected conference configurations into 2013, 2014 and 2015, whenever the information was available.
“There’s good news and bad news here,” said Paul JJ Payack, president and chief word wonk of the Global Language Monitor. ”The good news is that the SEC saw its Academic Quotient Index rise by 8.36%; the bad news is that all the other major BCS conferences had their AQIs decline, four out of the six by double digit percentages.” The AQI is a brand equity tool that creates a composite score of the individual college rankings in a conference; the result of which can be used to compare one conference to another.
GLM took each each team in all BCS-eligible Football Conferences and ranked them according to their TrendTopper MediaBuzz College Rankings, January 2013 edition.
.
This means that Texas A&M and Missouri were placed in the Southeast Conference from the 2012 season forward as were Utah and Colorado in the PAC 12, as well as Nebraska in the Big Ten, and West Virginia in the Big 12. GLM also measured the ACC, the Big East/American Athletic Conferences, not to mention the many iterations of Conference USA, and WAC, among others.
.
The academically renowned Ivy League and Patriot League are used for comparison.
.
Overall Rankings
.
Rank, Conference, (Last Rank), Commentary
1. Big Ten Conference (1) – 38.25
2. Atlantic Coast Conference (ACC) (2) – 42.40
3. Pacific 12 Conference (PAC 12) (3) – 56.50
4. Southeastern Conference (SEC) (6) – 82.86
5. Big 12 Conference (Big 12) (4) – 100.50
6. American Athletic Conference (AAC) (5) — 119.33
7. Big East Conference (BE) (5)– 123.10
8. Mid-American Conference (MAC) (8) – 128.31
9. Mountain West Conference (MW) (9) – 137.75
10. Conference USA (C-USA) (10) – 139.38
11. Sun Belt Conference (SB) (11) – 145.14
Leading all Division 1-A and 1-AA conferences was the Ivy League with a score of 20.25 with the Big Ten (No. 2). The Patriot League (44.08) was closely outpaced by the Atlantic Coast Conference (42.40).
Change from pre-Alignment to latest projected configuration (2013-2014)
Top Six BCS Only
Rank, Conference, Commentary
1. Southeastern Conference (SEC) +8.36%
2. Pacific 12 Conference (PAC 12) -9.01%
3. Atlantic Coast Conference (ACC) -17.07%
4. Big Ten Conference -28.54%
5. Big 12 Conference (Big 12) -32.09%
6. Big East Conference -40.69%
About The Global Language Monitor
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. For more information, call 1.512.815.8836, email info@LanguageMonitor.com, or visit www.LanguageMonitor.com.
British Open No. 1 by the wide margin, Master’s No. 2
In Analysis ‘The Players’ Ranks higher than the PGA
Biggest Problem: Nicklaus adds three Majors (to 21), Woods adds only one (to 15).
.
Austin, Texas. May 11, 2013. (Updated) Open Championship has been declared the Top Golf Major by Internet Media Buzz, according to an analysis using Global Language Monitor’s Sports Brand Affiliation Index (S-BAI).
One major point of resistance: By elevating the Players to Major Status means Nicklaus adds three Majors to his total (to 21), while Woods adds only one (to 15).
The S-BAI analysis compared the strength of affiliation of each of the currently recognized events (The Masters, The US Open, The Open Championship or British Open and the PGA Championship) to the concept of ‘major championship’. GLM then added the Players Championship for comparison with the four recognized events. In an associated finding, the Players Championship has entered into the top ranks of the golfing world as one of the sport’s major championship events or Majors. In fact, the Players’ Championship is in a virtual tie with the US Open for third.
.
The Open Championship’s S-Brand Affiliation Index (147.59) was followed by the Masters at 106.62. The US Open and Players Championships finished in a virtual tie for third at 90.74 and 90.17, respectively. The Open Championship scored nearly twice as high as the PGA Championship (79.40).
.
Ranklng the Golf Majors by Sports BAI
1. The British Open 147.59
2. The Masters 106.62
3. The US Open 90.74
4. The Players 90.17
5′ The PGA 79.40
.
“After forty years, the Players Championship has earned its place among the Major Golf Championships,” said Paul JJ Payack, President and Chief Word Analyst of GLM. ”Forty years is certainly an excellent vantage point to judge its worthiness. And the data has spoken.”
Payack added, ”Since 1860 The Open is the championship against which all future Majors would be judged. Now over one hundred and fifty-years later, we see that it towers above all others in the world of golf.”
In the early to mid 20th century, the Majors were considered to be those tournaments won by Bobby Jones during his historic 1930 season: the US and British Amateurs, the Open Championship and the US Open. Later Jones’ own tournament, the Masters, gained in importance as did the Western Open (considered a Major by many for a number of decades) as the British PGA fell from favor. As recently as 1960 there was no official recognition of the Majors, as such.
.
For this analysis, GLM employed proprietary ‘algorithmic methodologies’ such as the Brand Affiliation Index. The BAI computes and details the relative brand equity of people, products or events based on the analysis of global discourse, providing a real-time, accurate assessment at any point in time. To do so, GLM analyzes the billions of pages on the Internet, millions of blogs, the top 175,000 global print and electronic media, as well as Twitter and new social media sources, as they emerge.
.
GLM will perform another analysis following the conclusion of the 2013 Majors.
About Global Language Monitor: ”We Tell the World What the Web is Thinking”
Founded in Silicon Valley, Austin, Texas-based GLM collectively documents, analyzes and tracks trends worldwide, with a particular emphasis upon the English language. For more information, individualized reports, or a monthly subscription, call +1.512.815.8836 or email info@LanguageMonitor.com
Austin, Texas. July 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.
Citius, Altius, Fortius (Olympic History) — The Olympic Motto is actually Latin (and not Greek) for Faster, Higher, Stronger)
Dead Rubber (Tennis) — A match in a series where the outcome has already been decided by previous matches
Eggbeater (Water Polo) — Kicking one’s feet quickly in a back-and-forth motion keep the body above water
Fletching (Archery) — Traditionally, feathers from the left wing of a turkey, goose, or raptor used to stabilize an arrow; now replaced with synthetics
Flu-Flu Arrow (Archery) — An arrow with extra ‘fletching’ to slow its flight
High Drag Projectile (Badminton) — The birdie or shuttlecock
Impulsion (Equestrian) — The thrust, impelling, or pushing power of a horse
Kotinos (Olympic History) — Olive branches fixed in crowns of victory in the classical Greek Olympics
Marathon (Olympic History — The word Marathon is derived from the Greek for fennel, the spice which apparently grew in abundance on the plains
Nutmeg or Nuttie (Football) — Kicking the football between the legs of an opponent
Pankration — A sport contested beginning in the 7th century BCE, that combined wrestling and boxing (similar to today’s Mixed Martial Arts)
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.
Repechage — First round losers are provided another opportunity to advance in a competition
The Snatch Deadlift (Weightlifting)– Lifting the barbell in a single movement, as opposed to the Clean and Jerk
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.
AUSTIN, Texas. July 18, 2012 — Of the Top Fifty Brands affiliated with the London 2012 Olympic and Paralympic Games only seventeen are official sponsors. This according to the latest Brand Affiliation Index (BAI) analysis by the Global Language Monitor, the Internet media trend tracking company. The longitudinal study began in July 2011 and tracks the top three tiers of official Olympic sponsorship, as designated by the LOGOC and the IOC.
. .
.
“Fortunately in the Olympics there is no ‘mercy rule,’ where a winner is declared in a contest to reach twenty-one, when one side scores the first 11 points,” said Paul JJ Payack, President and Chief Word Analyst of GLM. Of the top official and ‘non-affiliated marketers’ in the current study, the first twelve fall into the non-affiliated category.”
. Some seventy-five brands are studied including the twenty-five premier official sponsors divided into three tiers: The TOP partners, which pay approximately one hundred million pounds for the privilege, the Official Olympic Partners, and the Official Olympic Sponsors. Together these sponsors pay an estimated 30% of the cost of staging the games.
There are a number of other levels and forms of sponsorship including national sponsorships such as the USOC. The real cost of being a TOP partner ranges from a $500 billion to over a trillion dollar investment to companies that sign on for sponsorships spanning several Olympiads.
For these rankings GLM measured the strength of the brand affiliation for each official Olympic sponsor against those of their primary non-affiliated competitors. Though ‘ambush marketing’ is well understood to mean an organization knowingly exploiting a brand affiliation with the Games without the benefit of official sponsorship, all perceived Olympic affiliations according to their presence in the global media, and statistically linked to the London Games, qualify for GLM’s Ambush Marketing rankings.
Ambushing by ‘Non-affiliated Marketers’ is more than Michael Phelps pitching sandwiches; it is a years-long effort to create a pseudo-sponsorship to leverage the good-well generated by having the Olympics with one’s brand.
The GLM Brand Affiliation Index for this analysis,ranged from a high of 797.90 (Royal Philips} to a low of 1.50 for VisaCard. The higher the score, the closer the brand affiliation with the event.
.
The Top Twelve (all Ambushers), along with their tiers, are Listed below:
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
.
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.
,
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
.
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
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:
McDonald’s is in a tough fight, ranking behind Subway and Pizza Hut, but beating KFC.
Ambusher Nike leads Partner Adidas by a wide margin.
British Airways trails ambushers Lufthansa, United and Air France in the rankings.
Royal Philip outpaced ever-strong GE.
P&G continues to crush ambush competitors as it did in Vancouver.
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
.
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
.
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
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:
McDonald’s is in a tough fight, ranking behind Subway and Pizza Hut, but beating KFC.
Ambusher Nike leads Partner Adidas by a wide margin.
British Airways trails ambushers Lufthansa, United and Air France in the rankings.
Royal Philip outpaced ever-strong GE.
P&G continues to crush ambush competitors as it did in Vancouver.
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
.
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
.
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
… after Tebowing the start of a Global Linguistic Trend?
Austin, Texas February 24, 2012– Lin-sanity, the excitement generated by the rapid ascension of the un-drafted, un-heralded, 23 year old Jeremy Lin of the New York Knicks basketball team, has been acknowledged as an English language word according to the Global Language Monitor. Lin is the only native-born American of either Chinese or Taiwanese descent playing in the NBA and the fact that he is an acknowledged nerd, a Christian — as well as a recent Harvard grad — only also adds to his intrigue.
It also helps to have a name that lends itself to obviously short-lived, yet clever neologisms such as: Linspiration, Linderella, Linvitation, Linvisible, a Linja warrior. Lin-ough, already!
Since there is no official agency for accepting new words into English language such as the Académie françaisefor French,the Global Language Monitor recognizes new words once they meet the criteria of a 25,000 citations across the breadth of the English-speaking world, with the requisite depth of usage in books, journals and periodicals, on the Internet, blogosphere, social media, and in the top 75,000 global print and electronic media.
Linsanity, without the hyphen, has recently met and surpassed all these criteria.
Lin-maniacPre Lin-Mania
“Linsanity following the ascension of the word ‘tebowing’ (from the knee-bending, devoutly Christian quarterback and his winning exploits for the Denver Broncos football team) so quickly might herald the beginning of a linguistic fad.
A fad where the names of sports personalities are continually blended with conventional terms into interesting new word forms that convey the achievement, personality, or other characteristic of the competitor,” said Paul JJ Payack, president and chief word analyst of the Global Language Monitor. ”
History records a number of such linguistic fads such as words ending with the suffix ‘-ama’ in the 1950s (Cinerama, Lumberama, and Wonderama) or in the prefacing the names of political figures with ol’ or old in mid-19th c. America (such as Old Abe (Lincoln) or Old Kinderhook (for Martin van Buren and the origin of the word ‘OK’).
With the London 2012 Olympics on the horizon, it will be interesting to see if the fad becomes a multi-lingual global phenomenon.
Ten-week rise of the Global ‘Branded Individual’ Phenomenon
The highest rated ‘branded individuals’ across fields include Lady Gaga, Justin Bieber, and, the former Kate Middleton.
Austin, Texas January 14, 2012 – Tim Tebow, the reverent, knee-bending, soft-spoken quarterback of the Denver Broncos, has now claimed another milestone: Tebow now tops the Global Language Monitor‘s Sports Brand Affiliation Index (SBAI). The GLM SBAI tracks the top athletes in a variety of global athletic endeavors and measures the strength of their ‘brand affiliation’ to their particular sport.
Tebowing Child
For this analysis, GLM tracked athletes in American football, baseball, basketball, football (soccer), Formula 1, golf, NASCAR, tennis, track and field, skiing, and swimming.
The frenzy has only increased over the last week with Tebow’s dramatic touchdown pass on the first play of overtime to defeat the heavily favored (and defending conference champions) Pittsburgh Steelers.
“In the rankings, Tebow bested this week’s nemesis, Tom Brady, by a score of 100.00 to 38.96, and the defending Super Bowl winning quarterback, Aaron Rodgers of the Green Bay Packers, who scored 28.13 on the Sports BAI,” said Paul JJ Payack, president and Chief Word Analyst of GLM . “Perhaps more surprising, is that Tebow out-ranked fourteen champion athletes in more than a dozen global sports, among them the reigning champions of Formula 1, various Summer and Winter Olympic events, the National Basketball Association , Skiing, and Tennis.”
Tebow Scores Twice as High as No. 2 in the Sports BAI
The Sports BAI is one of a number of Leading Brand Affiliated Indicators that GLM uses to measure the influence of ‘branded individuals’ in fields as varied as Entertainment, Politics, Celebrity, Royalty, and the retired-yet-still powerful. The highest rated ‘branded individuals’ across fields include Lady Gaga, Justin Bieber, and, of course, the former Kate Middleton.
GLM has previous noted that the rapid rise of ’tebowing’ as an English language word closely resembling the rate of adoption of the word Obamamania in early 2008. The first mention of ‘tebowing’ can be traced to the dramatic overtime victory of the Denver Broncos football team over the Miami Dolphins on October 23, 2011, when Tebow ‘took a knee’ in a moment of prayerful reflection.
The Sports BAI is one of a number of Brand Affiliated Indexes that GLM uses to measure the influence of ‘branded individuals’ in fields as varied as Entertainment, Politics, Celebrity, Royalty, and the retired-yet-still powerful.
GLM consultants employ its NarrativeTracker technologies for brand-affiliated tracking, forecasting, and analysis. NarrativeTracker is based on global discourse, providing a real-time, accurate picture about any topic at any point in time. NarrativeTracker analyzes the Internet, blogosphere, the top 75,000 print and electronic global media, as well as new media sources, as they emerge.
Non-sponsors Continue to Rank High on Brand Affiliation Index (BAI)
Austin, Texas, January 12, 2012. 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 non-affiliated competitors.
Ambush Marketing May 15 2012 Update
To schedule your confidential consultation, call +1.512.815.8836.
Remember that once you download the London 2012 Ambush Marketing Update, you are entitled to one free hour of consultation from the Ambush Marketing experts from the Global Language Monitor, which has been tracking Branded Affiliations at the Olympics for the last three 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.
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.
Remember that once you download the London 2012 Ambush Marketing Update, you are entitled to one free hour of consultation from the Ambush Marketing experts from the Global Language Monitor, which has been tracking Branded Affiliations at the Olympics for the last three Olympiads.
“There is more than pride at stake, since billions of dollars in incremental revenue are at risk for the official Olympic sponsors. In turn, these same organizations fund some 30% of staging the Games,” said Paul JJ Payack, president of the Austin, Texas based Global Language Monitor. “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 sponsors (according to their presence in the global media and statistically linked to the London Games) qualify for GLM’s Ambush Marketing Index.”
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, two of the three tiers of Ambushers beat their legitimate competitors according to the Q4 2011 Brand Affiliation Index.
Comparison of London 2012 Sponsors Vs. Ambushers by Q4 2011 BAI
Among Worldwide Partners
Coca-Cola,
DOW, and
McDonald’s
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 (Atos),
Royal Phillips (General Electric),
HP (Acer),
Barclaycard (Visa), and
Dell (Acer)
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)
Nike (Adidas)
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
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)
PricewaterhouseCoopers (Deloitte)
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 +1.512.518.8836 or email info@LanguageMonitor.com.
Warning: sprintf() [function.sprintf]: Too few arguments in /nfs/c01/h12/mnt/44840/domains/languagemonitor.com/html/wp-content/themes/website/drone/dronetheme.class.php on line 2
Global Language Monitor’s Top Words of 2012 projections from current word trends
.
AUSTIN, Texas December 26, 2011 – Trending 2012: Multiple End-of-World scenarios, Kate, China, CERN, the Olympics, The US Elections will dominate word creation and usage in the English language in 2012.
This is according to current word trends in global English being tracked by the Global Language Monitor. Last month, Austin, Texas-based Global Language Monitor had announced that ‘Occupy’ was the Top Word, ‘Arab Spring’ the Top Phrase and ‘Steve Jobs’ the Top Name of 2011 in its twelfth annual global survey of the English language.
The words are culled from throughout the English-speaking world, which now numbers more than 1.83 billion speakers (January 2012 estimate). . The Projected Top Words of 2012 , 1. Kate — There are seven billion humans on the planet but sometimes it seems that it’s all about Kate, the Duchess of Cambridge, the former Kate Middleton in terms of fashion, celebrity, and the royal line. . 2. Olympiad — The Greeks measured time by the four-year interval between the Games. Moderns measure it by medal counts, rights fees and billions of eyeballs. .. 3. Middle Kingdom – There is little indication that China’s continuing economic surge will fade from the global media spotlight –or abate. . 4. Bak’tun — A cycle of 144,000 days in the Maya ‘Long Count’ Calendar. This bak’tun ends on December 21, 2012, also being called the Mayan Apocalypse. (Actually Maya ‘long-count’ calendars stretch hundreds of millions of years into the future, December 21st merely marks the beginning of a new cycle.) . 5. Solar max — The peak of the 11-year sunspot cycle; in 1854 solar storms melted telegraph wires; what’s in store for our all-pervasive electronic infrastructure? . 6. The Election — No Obama-mania this time around, more of an Obama-ennui for the November 6 elections. . 8. Rogue nukes — Iran and North Korea will be the focus of attention here. . 9. CERN — Neutrons traveling faster than light? The ‘God Particle’? The world ending in a mini-black hole? All these somehow revolve around CERN (The European Center for Nuclear Research). One CERN scientist calculated that the chance of a mini-Black Hole swallowing the Earth is less than 1 in 50,000,000. Somewhat comforting until you realize this is about ten times more likely than winning a national lottery.) . 10. Global Warming — The earth has been warming since New York was covered under a mountain of ice; what makes 2012 any different? . 11. Near-Earth Asteroid — Yet another year, another asteroid, another near-miss. (However, one does strike the Earth every one hundred million years or so.) .
GLM employs its NarrativeTracker technologies for global Internet and social media analysis. NarrativeTracker is based on global discourse, providing a real-time, accurate picture about any topic, at any point in time.
NarrativeTracker analyzes the Internet, blogosphere, the top 75,000 print and electronic global media, as well as new social media sources as they emerge.
“The year 2012 looks to be a vibrant year for the English language with word creation again driven by events both scheduled and unanticipated. Typically there is an ‘end-of-the-world’ scenario every few years that impacts the English language. This year we will see no fewer than three, including the Maya Apocalypse and the Solar Max,” said Paul JJ Payack, President and Chief Word Analyst of GLM.
”Catherine, the Duchess of Cambridge, will compete with the London Olympics, the economic surge of China, various activities involving the CERN atom smasher, and the US presidential election for Top Word honors, though we always allow for word creation generated from unexpected events such as Hurricane Katrina in 2005 or the Japanese ‘triple disaster’ of 2011.”
Rank / Word / Comments
7. Deficit — Looks like deficit-spending will plague Western democracies for at least the next decade.
12. Europe — United, breaking apart, saving the Euro, abandoning the Euro, with the UK again as an ‘interested onlooker’. Plus ça change, plus c’est la même chose.
Bonus Phrase: The successor term for ‘Arab Spring’, whatever that might be.
Austin, Texas December 12, 2011 (Dec. 16 update)– Tebowing, the act of ’taking a knee’ in prayerful reflection in the midst of an athletic activity, has been acknowledged as an English language word according to the Global Language Monitor.
The rapid rise of use of the word has seldom been equaled, mirroring, for example, the rate of adoption of the word Obamamania in early 2008. The first mention of the word can be traced to the dramatic overtime victory of the Denver Broncos football team over the Miami Dolphins on October 23, 2011. During the victory celebration, Tim Tebow ‘took a knee’ and was photographed in a moment of prayerful reflection. Tebow is the 2007 Heisman trophy winner who led the University of Florida to the 2008 BCS National Championship.
Though there is no official agency for accepting new words (or neologisms) into the English lexicon such as France’s Académie française, since 2003 the Global Language Monitor has been recognizing new words once they meet the criteria of a minimum number of citations across the breadth of the English-speaking world, with the requisite depth of usage on the Internet, in social media and in the top 75,000 global print and electronic media.
“Sports have become significant generators of new cultural trends and memes that transcend the athletic arena”, said Paul JJ Payack, president and chief word analyst of the Global Language Monitor. ”The ESPN sports broadcasting network has widely championed the word. Jared Kleinstein’s tebowing.com website, devoted to people posing in the ‘tebowing position’, has been wildly popular. The New York Times has recently carried an editorial on the subject and the Chinese search engine, Baidu.com, already has hundreds of citations for tebowing.” (See ’Tebowing Goes Global’ in The Daily Beast.)
The Urban Dictionary defines ‘tebowing’ as ”To get down on a knee and start praying, even if everyone else around you is doing something completely different’.
The English language currently has some 1.58 billion speakers around the globe.
GLM released its Top Words, Phrases and Names of the Year lists on November 10th. Occupy is the Top Word of the Year, Arab Spring the Top Phrase of the Year, and Steve Jobs the Top Name of the Year.
GLM employs its NarrativeTracker technologies for global Internet and social media analysis. NarrativeTracker is based on global discourse, providing a real-time, accurate picture about any topic at any point in time. NarrativeTracker analyzes the Internet, blogosphere, the top 75,000 print and electronic global media, as well as new social media sources.
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.
By Barry Ronge, The Times (Jo-burg, ZA). July 24, 2011 –
We probably have enough words in our dictionaries to say anything that is worth saying, but things change and new words are created and, occasionally, older words slip back into fashion.
“The Global Language Monitor”, run by Paul JJ Payack, tracks the rise and fall of trend-words and phrases. Most of these fade rapidly when the fad that created them loses it’s social currency.
Have you recently heard anyone talking about Generation X? Probably not, because that social group has morphed into the social network, where they can “google” things, find friends on Facebook or start “poking” people on the internet.
These buzz words define the mood and style of the time, just as fashion houses and leisure industries do. Buzz words such as “disco mania”, “big hair”, “glitzy” and “high rollers” defined the excessive 1980s, just as “dropping out” and “peaceniks” are nostalgic souvenirs of the hippies and their flower-power revolution.
Mr Payack’s researchers collect these words and it goes without saying that the movies feature prominently. When a great title or a line of dialogue finds a life of its own, it becomes a pop-culture icon for the era.
For example, it has been 40 years since Clint Eastwood said: “Make my day!” and 39 years since Marlon Brando said: “Make him an offer he can’t refuse” – but both phrases are still current.
Payack’s team also came up with the term “wardrobe malfunction” when Janet Jackson gained unexpected exposure at the 2004 Super Bowl. The phrase was revived when Lady Gaga flashed a nipple in Sydney, Australia. It’s amazing how her elaborate costume seemed to vanish when a little pink nipple popped out and made a far bigger statement than the dress itself.
Now Payack’s team reveal their “8th Annual Global Survey of HollyWords of 2010″, a list of the current words and phrases that resonated through the movie scene.
The most frequently-used “HollyWord” of last year is “grit”, obviously related to the success of the re-make of True Grit. The film picked up a raft of nominations but ended up with just one award. Nonetheless, Payack’s team found “grit” cropping up in many reviews and features.
Webster’s Dictionary defines “grit” as “pluck, courage, perseverance and an indomitable spirit”.
The words “grit” and “gritty” featured prominently in hundreds of reviews and interviews about True Grit, in which Jeff Bridges and Hailee Steinfeld displayed enormous toughness and tenacity. They brought “grit” back into currency.
“Grit” also migrated into reviews and discussions of The Fighter, a boxing drama based in a working-class area that was constantly described as “gritty”, as was James Franco’s harrowing mountaineering ordeal in 127 Hours. The Oscar-winner The King’s Speech looked beyond the pomp and circumstance and found remarkable “grit” in a king of England. Even Toy Story 3, a tale of abandoned toys trying to avoid being turned into garbage, were praised for their “grit”, courage and loyalty. [Read More.]
Austin, TX July 12, 2010 – The World Cup 2010 was an historical affair in many regards, the a first for the African continent; a first for the South African people and, of course, a first for Spain.
Another perhaps unintended consequence of World Cup 2010 is the acceptance of the word, vuvuzela, into the English language lexicon according to the qualifying criteria established by Austin-based Global Language Monitor.
The vuvuzela are the seemingly ubiquitous brightly colored plastic horns, said to have the potential to inflict lasting hearing loss because of the loudness and pitch of a typical vuvuzela (B flat below middle C, according to the BBC).
“Vuvuzela appears certain to achieve a place (or at least some notoriety) within the ranks of the English language. Vuvuzela has already appeared some 2450 times in a recent search of the New York Times archive,” said Paul JJ Payack, president of the Global Language Monitor. “That is quick a few citations for the ‘first draft of history; even a quick Google search yield over 6,000,000 hits on the term.”
The thresholds to cross into the English Lexicon include 25,000 citations meeting criteria for breadth of geographic dispersion along within a depth of media formats including the Internet, blogosphere and social media along with various formats of print and electronic media. Since 2003, the Global Language Monitor has been recognizing new words or neologisms once they meet these criteria.
The word vuvuzela, itself of uncertain origin. Some think it is related to the summoning horn, the kudu, for African villages. Others speculate it to be derived from an onomatopoeic Zulu word for the sound ‘vu-vu’, or a word for noise making, while many believe it to be ‘township slang’ for shower (of noise).
English gets a new word – thanks to SA
Jul 18, 2010 12:00 AM | By Sashni Pather
The World Cup was historic in a few ways: a first for the African continent, South Africa’s people and for Spain.
