Lift in word of mouth, brand buzz or consideration was rare among the Olympics' global and U.S. sponsors during the Rio games' opening week, according to research by YouGov BrandIndex.
NBC, which is carrying the games, was the only associated brand to achieve a statistically significant increase in word of mouth between its average in July and the first week of the Olympics, YouGov BrandIndex found. It's good news for NBC, if not as valuable as ratings. No sponsors won a statistically signficant gain in buzz or consideration, according to its research.
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%.
|Brand||August 5-12||July Comparison||Change in Consideration|
|Brand||August 5-12||July Comparison||Change in WOM|
|Polo Ralph Lauren||5.1||3.0||2.1|
|Brand||August 5-12||July Comparison||Change in Buzz|
|Polo Ralph Lauren||5.4||3.3||2.1|
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?"