The battle to win the hearts and minds of Olympics viewers turned out to be a constant battle. After reaching a high in the middle of the games, BP's brand perception began to waver again and ultimately slid just barely back into negative territory, according to surveys conducted by YouGov BrandIndex. But it still wound up with a much-improved brand perception, YouGov's research suggests.
Visa, BP and McDonald's in fact took home the gold, silver and bronze for perception gains in Olympics advertising, winning the biggest increases in positive reaction to their brands during the London games, the YouGov BrandIndex research suggests.
YouGov BrandIndex interviews 5,000 people each weekday from a representative U.S. population sample, conducting more than 1.2 million interviews per year, according to the company. Respondents are drawn from an online panel of more than 1.5 million individuals. The margin of error is plus or minus 2%.
For its survey on Olympic-advertiser perceptions, YouGov asked respondents, "If you've heard anything about the brand in the last two weeks, through advertising, news or word-of -mouth, was it positive or negative?" It derived scores ranging from 100 to -100 by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.