Ambush Marketers Continue to Dominate

Olympic Ambush Marketers Continue to Dominate London 2012

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


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

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

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

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

For these rankings GLM measured the strength of the brand affiliation for each official Olympic sponsor against those of their primary non-affiliated competitors. Though ‘ambush marketing’ is well understood to mean an organization knowingly exploiting a brand affiliation with the Games without the benefit of official sponsorship.

All perceived Olympic affiliations according to their presence in the global media, and statistically linked to the London Games, qualify for GLM’s Ambush Marketing rankings.

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

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

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

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

To schedule a confidential consultation, call +1.512.815.8836.

For these rankings, encompassing the first quarter of 2012, GLM measured the strength of the brand affiliation for each official Olympic sponsor against those of their primary non-affiliated competitors. Though ‘ambush marketing’ is well understood to mean an organization knowingly exploiting a brand affiliation with the Games without the benefit of official sponsorship.

All perceived Olympic affiliations according to their presence in the global media, and statistically linked to the London Games, qualify for GLM’s Ambush Marketing rankings.

The top findings include:

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

The Duchess Effect Meets the Summer Games

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

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

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

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

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

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

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

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

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

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

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

Customized GLM Ambush Marketing Rankings are released monthly up to and following London 2012.  The Ambush Marketing London 2012 report features dozens of charts representing the interrelationship of each company to the Olympic Brand, their competitors and their partners. In addition, the reports contain exclusive and individualized Narrative Tracker analyses, the most advanced trend tracking analytics available. For more information, individualized reports, or a monthly subscription, call +1.512.815.8836 or email info@LanguageMonitor.com

About Global Language Monitor:  ”We Tell You What the Web is Thinking”
Founded in Silicon Valley, Austin, Texas-based GLM collectively documents, analyzes and tracks trends worldwide, with a particular emphasis upon the English language.

GLM employs proprietary ‘algorithmic methodologies’ such as the NarrativeTracker for global Internet and social media analysis.  NarrativeTracker is based on global discourse, providing a real-time, accurate picture of what the public is saying about any topic, at any point in time.

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


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