Olympics

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The Medal Round

 

Final GLM TrendTopper MediaBuzz Rankings: 

 

 

Olympic Global Sponsors: GLM TrendTopper Medal Round

 

 

Lenovo Takes the Gold Pulling Away,

 

J&J Finishes Strong Edging McDonald’s,

 

Coca-Cola Leaps Over Rivals

 

 

Austin, Texas, USA.   August 29, 2008.   The final week of the GLM TrendTopper™ analysis of the performance of the Global Sponsors at the Beijing Olympics, Lenovo (OTC: LNVGY) takes the Gold pulling away from the pack, Johnson & Johnson (NYSE:  JNJ) finishes strong edging McDonald’s (NYSE:  MCD) for the Silver, while Coca-Cola (NYSE: K), in a bold move leaps five spots to No. 4.

On the downside, Samsung (OTC: SSNFL) and Kodak (NYSE: K) each fell three spots to No. 6 and 7 respectively.

Over the last two weeks Lenovo has completed its remarkable climb from No. 10 to the Top Spot. The analysis was performed by the Global Language Monitor (www.LanguageMonitor.com), the internet and media tracking agency.  

 

Global Sponsors

 

Last

Change

Rank

     

1

Lenovo

1

0

2

J&J

5

3

3

McDonald’s

2

-1

4

Coca-Cola

9

5

5

Visa

6

1

6

Samsung

3

-3

7

Kodak

4

-3

8

Panasonic

7

-1

9

Omega

8

-1

10

GE

10

0

11

Atos Origin

11

0

12

Manulife

12

0

 

According to Paul JJ Payack, President, “In medal round of our competition, Lenovo performed a Phelpsian move pulling away from the crowd.  In fact its media awareness grew over 2100% since our baseline ‘snapshot’ on the last day of 2007.  The strength of the Johnson & Johnson brand was also remarkable at No. 2. McDonald’s brand equity was leveraged in clever and interesting ways, especially with their spectacular kick-off event. And, once again, Coca-Cola proved itself in the distance events, placing at or near the top for another Olympiad.”

 

Media Awareness

 

Since 12/31/07

 

 

 

1

Lenovo

2

Panasonic

3

Kodak

4

Samsung

5

McDonald’s

 

When the ‘ambush marketers’ are are included with the Global Sponsors, the DreamWorks Animation studio, makers of “Kung Fu Panda”, rose to an unprecedented No. 5, while Nike (NYSE: NKE) just did it and finished at No.9.  Pepsi (NYSE: PEP), which owns the Gatorade brand, was up slightly, while American Express (NYSE:  AMX) fell five spots.

 

Ambushers Included

 

 

 

   

Last

Change

Rank

     

1

Lenovo

1

0

2

J&J

5

3

3

McDonald’s

2

-1

4

Coca-Cola

12

8

5

Kung fu    Panda

8

3

6

Visa

6

0

7

Samsung

3

-4

8

Nike

9

1

9

Kodak

4

-5

10

Panasonic

10

0

11

Omega

11

0

12

Amex

7

-5

13

Pepsi

14

1

14

GE

13

-1

15

Atos Origin

15

0

16

Manulife

16

0

 

The Global Sponsors for the Beijing Games are:  General Electric (NBC Universal), Coca-Cola, Kodak, Samsung, Lenovo, McDonalds, Omega, Visa, Johnson & Johnson, Panasonic, Manulife and Atos Origin.  The ambush marketers being tracked include American Express, Nike, DreamWorks and their hit movie “Kung Fu Panda”, and Pepsi, which owns the Gatorade brand.

GLM uses proprietary algorithms to analyze how words and phrases (in this case brand names) are used globally in relationship to other words and phrases (in this case related to the Beijing Olympics) and how they perform against one another in order to determine rankings and other relevant outputs. 

 

Olympic MediaBuzz Medal Round:  ATHLETES

 

Phelps Takes Gold,

 

Newly-coined Media Star Lin Miaoke takes the Silver,

 

Nastia Liunkin Edges Shawn Johnson for Bronze

 

Yang Peiyi and Cheng Fei Finish Strong, Yao Ming slips.

Austin, Texas, USA.   August 28, 2008.   In the medal round of the TrendTopper MediaBuzzTM analysis of the Beijing Olympics, GLM measured how the global media buzz surrounding key athletes changed during the course of the Games.  In the MediaBuzz Medal Round, Michael Phelps took the gold as he pulled away from the pack.  The silver belongs to Lin Miaoke, the newly-coined media star.  And in a mild surprise, Nastia Liunkin bolted from No. 11 to No. 3 edging out Shawn Johnson for the bronze. 

Both Usain Bolt and Asafa Powell, the Jamaican sprinters, fared poorly evidencing little staying power, while Guo Jing Jing, apparently having had her moment in the sun, faded. 

And, in yet another compelling twist, Lin Miaoke’s counterpart, Yang Peiyi, the little girl who did, indeed, sing the song the whole world sings moved up ten spots to No. 5.  The analysis was performed by the Global Language Monitor (GLM), the internet and media tracking agency.

Paul JJ Payack, GLM’s President and Chief Word Analyst, said “The media story for the Beijing Olympics was much larger than Michael Phelps.  The plots and subplots, twists and entanglements were compelling at almost every level – from the Opening ceremony to the very end.  Each of these was well reflected in the TrendTopper MediaBuzz analysis.”  

The ranking follows and includes rank, name, last week’s rank, and change. 

Rank

Athlete

Last

Change

1

Michael Phelps (US)

1

0

2

Lin Miaoke (CHI)

2

0

3

Nastia Liukin (US)

11

8

4

Shawn Johnson (US)

9

5

5

Yang Peiyi (Chi)

15

10

6

Cheng Fei (Chi)

17

11

7

Yao ming (CHI)

3

-4

8

Tyson Gay (US)

10

2

9

Cate Campbell (AUS)

12

3

10

Dara Torres (US)

5

-5

11

Leisel Jones (AUS)

13

2

12

Usain Bolt (JAM)

4

-8

13

Grant Hackett (AUS)

20

7

14

Liu Xiang (CHI)

18

4

15

Paula Radcliffe (UK)

19

4

16

Asafa Powell (JAM)

6

-10

17

Allyson Felix (US)

16

-1

18

Sanya Richards (US)

24

6

19

Ben Ainslie (UK)

14

-5

20

Paul Hamm (US)

7

-13

21

Jeremy Wariner (US)

22

1

22

Jana Rawlinson (AUS)

21

-1

23

Jo Pavey (UK)

23

0

24

Libby Lenton (AUS)

25

1

25

Guo Jing Jing (CHI)

8

-17

(For more information and other metrics, call 1.925.367.7557.)

 

 

Olympian Media Buzz:  The Athletes Ranked, Midway Point

 

Bolts’ Phelpsian Surge; Guo Jing Jing as in Bling Bling; Shawn Johnson’s Golden Buzz; Cate Campbell Does Swimmingly.

Liu Xiang, Tyson Gay and Paula Radcliffe Plummet.

Austin, Texas, USA.   August 21, 2008.   In its latest TrendTopperTM analysis of the Beijing Olympics, GLM measured how the media buzz surrounding key athletes has changed during the course of the Games.  As expected Michael Phelps remains a strong No.1 on the TrendTopper BuzzMeter. 

The surprise No. 2, however, belongs to Lin Miaoke, the little girl who didn’t sing the song the whole word sings at the Opening Ceremony.  Miaoke knocked NBA star Yao Ming down to No. 3. 

Lin Miaoke est devenue une célébrité internationale (PeoplesDaily en francais, 8.26.2008)

Jamaican sprinter Usain Bolt moved up five spots to No. 4.  Forty-one year-old Dara Torres moved up three spots to No. 5, American elite gynmast Shawn Johnson was up to No. 9 and 16-year-old Cate Campbell jumped eleven spots to No. 12. 

 

 

See Lip Syncher Gets Her 15 Minutes of Fame on Reuters

 

 

 

 

 

See The View from China: The Mirror’s Front Page Headline — Lin Miaoke defeats the “little giant

On the downside, Tyson Gay, with a shocking loss in semi-final of 100M, Liu Xiang, China’s first track gold medalist back in Athens, and the UK’s Paula Radcliffe saw their rankings plummet six, eleven and sixteen spots respectively.  The analysis was performed by the Global Language Monitor (www.LanguageMonitor.com), the internet and media tracking agency. 

Paul JJ Payack, GLM’s President and Chief Word Analyst, said “Michael Phelps has joined the athletic Pantheon of Tiger Woods, Michael Jordan, Pele and Ali, Usain Bolt (No. 4) may be well on the way to becoming the next Michael Phelps, and if lip-syncer Lin Miaoke (No. 2) and Yang Peiyi  (No. 15), her singing counterpart, were in the US, they’d be making the rounds of the morning talk shows.”     

See Analysis by Brent Hunsberger of the Oregonian

 See Analysis by Howard Bloom of Sports Business News

Rank Athlete Last Change Comment
1 Michael Phelps (US) 1 0 A new word: Phelpsian?
2 Lin Miaoke (CHI) 25 23 Didn’t sing the song the whole world sings
3 Yao ming (CHI) 2 -1 Got China to the Medal Round
4 Usain Bolt (JAM) 9 5 Bolts to WR in 100M; the next Michael Phelps?
5 Dara Torres (US) 8 3 41-years old with 3 silvers
6 Asafa Powell (JAM) 5 -1 Fifth to Bolt in 100M
7 Paul Hamm (US) 6 -1 Reigning Gold Medalist pulls out but still media favorite
8 Guo Jing Jing (CHI) 18 10 Most successful female diver in Olympic history
9 Shawn Johnson (US) 15 6 Three silvers and a gold; multiple near-misses
10 Tyson Gay (US) 4 -6 Shocking loss in semi of 100M
11 Nastia Liukin (US) 14 3 Moving up with steadily with her Gold, Silver and Bronze 
12 Cate Campbell (AUS) 23 11 Australian wunderkind up 11 spots
13 Leisel Jones (AUS) 17 4 Sets Olympic record in 100M breaststroke 
14 Ben Ainslie (UK) 16 2 Three golds for sailing
15 Yang Peiyi (Chi) 22 7 Pulled from Ode to the Nation just 15 minutes beforehand
16 Allyson Felix (US) 12 -4 Didn’t make through the 100M trials
17 Cheng Fei (Chi) 21 4 90 pounds and the heaviest Chinese gymnast
18 Liu Xiang (CHI) 7 -11 China’s first track gold medalist in 110M hurdles in Athens
19 Paula Radcliffe (UK) 3 -16 Disappointed UK fans for 2nd Olympic marathon 
20 Grant Hackett (AUS) 10 -10 Narrowly missed out on 3rd straight 1500M freestyle
21 Jana Rawlinson (AUS) 20 -1 World 400m hurdles champion withdraw due to injury
22 Jeremy Wariner (US) 11 -11 On track to 400m final
23 Jo Pavey (UK) 24 1 Unable to run  into medal contention in the 10000m final
24 Sanya Richards (US) 13 -11 Fastest qualifying time in the 400M
25 Libby Lenton (AUS) 19 -6 One of the Aussie Golden Girls

 

 

Olympic Global Sponsors vs. Ambush Marketers

 

GLM TrendTopper™ Analysis: Olympics Week 2 

 

 

 Mickey D surges to Top,

 

 J&J a strong No. 2,

 

 Visa up to No.3

 

 Lenovo strong, but Coke & Kodak fall

 

 

 

Austin, Texas, USA.   August 13, 2008.   In Week 2 of the GLM TrendTopper™ analysis of the performance of the Global Sponsors of the Beijing Summer Games McDonald’s (nyse:  MCD) topped the field, while Johnson & Johnson (nyse: JNJ) moved up three notches to No. 2, while Visa (nyse: V) was up one at No.3.  Lenovo (LNVGY), the PC maker, had a very strong performance, moving up six spots to No. 4.  

         

Forbes: Sponsors step up pace to get Olympic mileage 

 

 

Olympic Global Sponsors vs. Ambush Marketers         

       

On the negative side, Samsung (SSNFL) plunged from the top spot to No. 5; Coke (nyse: KO) fell from No.2 to No.7, while Kodak (nyse:  EK) settled in at No. 10, losing three.  The analysis was performed by the Global Language Monitor (www.LanguageMonitor.com), the media tracking agency.

 

 

 

Global Sponsors
 
Last
Rank
Change
 
With Ambushers
 
Last
Change
 
 
Survey
 
 
 
 
 
Survey
 
Rank
 
 
 
 
 
Rank
 
 
 
1
McDonald’s
3
3
2
 
1
McDonald’s
3
2
2
J&J
5
5
3
 
2
J&J
7
5
3
Visa
4
1
1
 
3
Amex
6
3
4
Lenovo
10
10
6
 
4
Visa
4
0
5
Samsung
1
1
-4
 
5
Nike 
5
0
6
Panasonic
9
9
3
 
6
Lenovo
14
8
7
Coca-Cola
2
2
-5
 
7
Samsung
1
-6
8
GE
6
6
-2
 
8
Panasonic
13
5
9
Omega
8
8
-1
 
9
Coca-Cola
2
-7
10
Kodak
7
7
-3
 
10
GE
9
-1
11
Atos Origin
12
12
1
 
11
Kung fu Panda
8
-3
12
Manulife
11
11
-1
 
12
Pepsi
10
-2
 
 
 
 
 
 
13
Omega
12
-1
 
 
 
 
 
 
14
Kodak
11
-3
 
 
 
 
 
 
15
Atos Origin
16
1
 
 
 
 
 
 
16
Manulife
15
-1

 

When included in the Survey with the Global Sponsors, American Express (nyse: AXP) and Nike (NKE) both stayed in the Top Five, with Amex moving up three positions to No. 3.  The DreamWorks Animation studio, which made “Kung Fu Panda”, and Pepsi (nyse: PEP), which owns Gatorade fell three and two spots respectively.

According to Paul JJ Payack, President, “The TrendTopper analysis suggests that McDonald’s has successfully capitalized on its blow-out kickoff event last week, while Samsung’s huge marketing push seems to have faltered in Week Two.  Johnson&Johnson was apparently correct in their analysis of their Olympic-themed ads having significantly greater recall.  And Lenovo seems to have done everything right this week, with a 50%+ increase in visibility.  At the same time, Kodak declined some 20%. On the ‘ambush marketing’ side, Amex’ visibility increased significantly and Nike remained quite strong besting nine of the twelve global sponsors.”

The Global Sponsors for the Beijing Games are:  General Electric (NBC Universal), Coca-Cola, Kodak, Samsung, Lenova, McDonalds, Omega, Visa, Johnson & Johnson, Panasonic, Manulife and Atos Origin.  The ambush marketers being tracked include American express, Nike, DreamWorks and their hit movie “Kung Fu Panda”, and Pepsi, which owns the Gatorade brand.

GLM uses proprietary algorithms to analyze how words and phrases (in this case brand names) are used globally in relationship to other words and phrases (in this case related to the Beijing Olympics) and how they perform against one another in order to determine rankings and other relevant outputs.  GLM will update the TrendTopper ranking each week during the Games.

 

 

GLM TrendTopper™ Analysis: Olympics Week 1

 

  • Samsung Vaults to Top,

  • Coke Close Second,

  • McDonald’s Moves Up to No. 3 

 

Ambush Marketers Move into Top Ten:  Nike, AMEX, Kung Fu Panda & Pepsi

Austin, Texas, USA.   August 10, 2008.   (Updated) In an exclusive GLM TrendTopper™ analysis of the performance of the Global Sponsors of the Beijing Summer Games found Samsung vaulting to the lead position of Beijing Field, Coca-Cola a close second, with McDonald’s moving up to the third position.  It also found that Visa stumbled out of the gate losing three positions, while Johnson & Johnson held steady at No. 5. General Electric (and its NBC Universal division) rebounded after losing the early lead position.  The analysis was performed by the Global Language Monitor (www.LanguageMonitor.com), a media tracking agency.

In a related finding, GLM found that four companies were perceived as Global Sponsors though they are not:  Nike, American Express, the DreamWorks Animation studio, which made “Kung Fu Panda”, and Pepsi, which owns Gatorade.  When added into the analysis, Nike moves to No.5, American Express at No.6, Kung Fu Panda (No. 8), and Pepsi (No.10) in the expanded field. 

According to Paul JJ Payack, President, “The TrendTopper analysis suggests that Samsung’s huge marketing push seems to be paying off, and though GE is very strong, and started the year at the top of the survey, it has very little marketing momentum as the games unfold.  Also, the non-global sponsor companies appear to be doing quite well off their ‘ties’ to the Beijing Games.”

The Global Sponsors for the Beijing Games are:  General Electric (NBC Universal), Coca-Cola, Kodak, Samsung, Lenova, McDonalds, Omega, Visa, Johnson & Johnson, Panasonic, Manulife and Atos Origin.

GLM uses proprietary algorithms to analyze how words and phrases (in this case brand names) are used globally in relationship to other words and phrases (in this case related to the Beijing Olympics) and how they perform against one another in order to determine rankings and other relevant outputs.  GLM will update the TrendTopper ranking each week during the Games.

The GLM TrendTopper Analysis with Non-sponsors included follows.

 

Rank

 

Change in Week

1

Samsung

3

2

Coca-Cola

0

3

McDonald’s

0

4

Visa

-3

NS

Nike

NS

NS

American Express

NS

5

J&J

0

NS

Kung fu Panda

NS

6

GE

4

NS

Pepsi

NS

7

Kodak

+2

8

Omega

-2

9

Panasonic

-1

10

Lenova

-3

11

Manulife

0

12

Atos Origin

0

 

For more information on the methodology, go here

 

For analysis details (including historical data and momentum), call 1.925.367.7557.

 

 

For the New York Times article, The Power of Words, click here.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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