The Olympics

Only Three Olympics Partners Really Helped Their Brands, YouGov BrandIndex Says

BP, United and NBC Won Significant Gains in Key Measures

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A scene from a video about BP's support for Olympic and Paralympic athletes.
A scene from a video about BP's support for Olympic and Paralympic athletes. Credit: BP

After the first week of the Olympics, only one official partner had achieved any statistically significant increase in word of mouth, positive buzz or brand consideration, according to YouGov BrandIndex research -- the TV network airing the games, NBC.

Now that the Olympics are wrapped, further research spanning the whole games found that NBC, whose lift came in word of mouth, has been joined by exactly two other official partners: BP, which got a statistically significant gain in purchase consideration, and United Airlines, whose positive buzz grew a statistically significant amount.

Others gained over their baseline scores over the full month of July, but not enough for YouGov BrandIndex to call it "significant."

YouGov BrandIndex says it conducts online polls of 4,300 adults each weekday from a representative sample of the U.S. population.

Its buzz score indicates whether consumers are hearing more positive or negative sentiment about a brand. YouGov BrandIndex calculates buzz scores by subtracting negative feedback from positive for a number that ranges from 100 down to -100, with zero indicating equal positive and negative feedback.

Word of mouth gets at the share of respondents who discussed a brand with friends and family online or in person during the prior two weeks. And purchase consideration shows the proportion of people who said they would consider a brand when they were next in the market. Scores for word of mouth and purchase consideration range from 0% to 100%.

CONSIDERATION
Brand Baseline July 1-31 August 5-12 August 13-21 Total Olympic Period July 1-31 versus Total Olympics
BP 21.9 23.8 25.8 24.9 2.9
Coca-Cola 30.8 32.4 33.5 33.0 2.2
United 26.8 30.2 27.6 28.8 2.1
AT&T 24.6 27.5 25.9 26.6 2.0
NBC 44.9 48.5 45.3 46.8 1.9
Chobani 19.9 21.3 22.3 21.8 1.9
Budweiser 11.3 14.1 12.5 13.2 1.9
Citibank 6.9 8.5 8.4 8.5 1.6
Nike 35.8 36.7 38.0 37.4 1.6
WOM
Brand Baseline July 1-31 August 5-12 August 13-21 Total Olympic Period July 1-31 versus Total Olympics
NBC 9.0 13.4 19.1 16.4 7.4
Nike 16.9 18.3 18.8 18.6 1.7
AT&T 19.5 20.8 21.5 21.2 1.6
Polo Ralph Lauren 3.0 5.1 3.9 4.5 1.5
Coca-Cola 18.2 18.9 20.1 19.5 1.4
Nissan 7.3 9.3 7.6 8.4 1.1
United 7.5 8.9 8.0 8.4 0.9
Oakley 2.2 2.5 3.2 2.9 0.7
Bridgestone 2.3 3.0 2.6 2.8 0.5
BUZZ
Brand Baseline July 1-31 August 5-12 August 13-21 Total Olympic Period July 1-31 versus Total Olympics
AT&T 10.0 12.1 14.4 13.3 3.3
United 1.2 3.4 5.0 4.3 3.1
Coca-Cola 15.1 19.1 17.0 18.0 2.9
Citibank 1.2 2.7 3.3 3.1 1.8
GE 6.6 8.2 8.5 8.4 1.7
Dicks 5.7 7.1 7.6 7.4 1.7
Panasonic 4.6 6.2 6.1 6.1 1.6
Polo Ralph Lauren 3.3 5.4 3.2 4.2 0.9
Nissan 8.5 9.1 9.7 9.4 0.9
Source: consumer perception research firm YouGov BrandIndex.

Notes:
PURCHASE CONSIDERATION - "When you are in the market next to purchase items in this particular category, from which of the following brands would you consider purchasing?"
The scale is measured from 0 - 100%.

WOM: WORD OF MOUTH - "Which of the following brands have you talked about with friends and family in the past two weeks (whether in person, online or through social media)?"

BUZZ - "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?"
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