First Independent Measurement of the Impact of the Zika Virus on the Rio Games
Impact on the Games Themselves Growing Steadily
Significant Impact on Sponsors Varies by Sponsor
March 22, 2016 Austin, Texas — In the first independant analysis of the impact of the Zika Virus on the Rio Summer Games, the Global Language Monitor (GLM) has found two significant trends:
- There is a significant and growing impact on the Games themselves, and
- There is a greater impact on individual sponsors.
This analysis is part of GLM’s longitudinal study stretching back to the Summer Games in Beijing (2008) and forward to the Winter Games in Beijing in 2022. The ongoing study uses GLM’s Brand Affiliation Index (BAI) to track how often brand names were linked to the Olympics in global print and electronic media and social networks.
When tracking non-branded entities, such as the Zika Virus, GLM uses a slightly modified variation of the BAI called the Entity Tracking Index (EAI).
GLM Will Track Your Brand Up To and After the Closing Ceremonies, email INFO@lANGUAGEMONITOR.COM or Call +1.512.801.6823.
The graphic below shows the increasing Zika Virus’ Entity Tracking Index (EAI) numbers over the last six weeks.
Below is a different view of the Zika Virus’ Entity Tracking Index (EAI) numbers over the last six weeks.
“Of particular interest is the wide variation found in the EAIs between Major Sponsors.
“When tracking brand equity, the early numbers provide strong indicators of actual performance during the Games, providing a snapshop of the intense battle already being waged between the Official Olympic Sponsors and the Non-affiliated Marketers, also called Ambush Marketers or Ambushers,” said Paul JJ Payack, President and Chief world Analyst of the Global Language Monitor.
“With the EAI, we are masking the sponsors’ numbers at this point, though these are available immediately by subscription to our service by the sponsor.”
Request the EAI analysis for your organization now: info@LanguageMonitor.com or call +1.512.801.6823 .
The customized report is available with individual details for your sponsorship; the report will be delivered to you within 24 hours of receipt of your order.
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 +1.512.801.6823 or email: Info@LanguageMonitor.com