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BizReport : Advertising archives : August 12, 2016

Big brand Olympic sponsorship barely recalled by viewers

Despite the enormous amounts of money big brands spend sponsoring the Olympics, nearly one in five people in the UK will not notice if a brand was to sponsor the sporting event, according to new research from Greenlight.

by Helen Leggatt

Eighteen percent of people surveyed by Greenlight said they would not notice if a brand was sponsoring the current Rio Olympics. In fact, for nearly half (47%) their perception of a brand that sponsors the Olympics would not be impacted.

While the investment in Olympic sponsorship is a worthwhile investment for larger brands such as McDonalds and Coca-Cola - even their impact is low with just 38% and 42% respectively of consumers remembering their sponsorship of the 2012 Olympics. Worse still, none of those surveyed by Greenlight remembered Acer's sponsorship and just 17% Samsung.

However, there is some good news. Younger audiences of the Olympics (16-29 year olds) were most likely to say their perception of a brand would improve if they were to sponsor the Games. Furthermore, television advertising was the most-recalled channel (30%) followed by product design (21%) and social media (11%).

So, for those brands with smaller budgets, there are ways to inform and engage consumer during the Olympics. Andreas Pouros, COO and co-founder of Greenlight, suggests that advertising on television, even in a digital age, remains key. However, while three-quarters (73%) of people in the UK intend to watch Olympic coverage on television, there is still the option of reaching people via online content with 23% of Olympic fans turning to online content and 16% to social media. In particular, the research found that consumers had good recall of images.

Recent research from Snell Advanced Media also found most Brits will watch the Olympics on television. Two-thirds (63%) plan to watch the Games live on BBC television channels, and 41% on the channel's TV highlights programmes. Few expressed a desire to watch via Netflix (9%) or Amazon Prime (5%) if it were possible.

Tags: brand marketing, social media, sponsorship, sporting events, television

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