PERFORMANCE RESEARCH-SURVEY SAMPLING 2010 OLYMPIC VIEWERSHIP STUDY

FOR IMMEDIATE RELEASE  (3-11-2010)

TOP LINE RESULTS:

PERFORMANCE RESEARCH-SURVEY SAMPLING 2010 OLYMPIC VIEWERSHIP STUDY

With the Vancouver Games earning high marks by the press for unanticipated and possibly unexplainable success, a study of Olympic viewers by Performance Research and Survey Sampling International settles the score even further.

The “Big Three” continue to dominate awareness of Olympic sponsors:

Consumer awareness of Olympic sponsors continues to be dominated by a small group of Olympic stalwarts, with just over two-thirds confirming the involvement of Coca-Cola (confirmed by 68%), McDonald’s (68%), and Visa (66%).  Most other official Olympic sponsors were distantly behind with less than half the awareness of the Big Three:  AT&T was closest (36% aided recall), followed by newcomer Procter & Gamble (27%), General Electric (25%), Samsung (24%) and Panasonic (21%).  All other sponsors tested achieved less than 20% awareness.  As Official Outfitter for the U.S. Olympic Team, Nike (worn by U.S. athletes on the medal podium) achieved 52% awareness, double that of Polo Ralph Lauren (worn by athletes for the Opening and Closing Ceremonies) with 26%.

Not surprisingly, the same top trio of brands was listed for respondents’ choice of favorite Olympic commercials.  Coca-Cola headed the list, with 19% naming (unaided) Coke’s “Snowball” ad as their favorite.  McDonald’s ads featuring athletes eating chicken McNuggets were named as a favorite by 11%, and a collection of Visa commercials featuring various Olympic athletes were reported as favorite by 7%.

The same trio of companies also led the pack for those, “Doing the most to support the Olympic Games” (Coca-Cola- 19%, Visa- 15%, McDonald’s- 13%) and for those “Best showing the spirit of the Olympics ” (Coca-Cola- 18%, McDonald’s-14%, Visa- 11%).

Ambush marketing is alive and well at the Olympic Games:

Although total awareness of McDonald’s sponsorship (68%) was more than double that of Subway, Subway was still associated with the Olympic Games by over one-fourth of the sample (26%).  Subway’s use of Michael Phelps in advertising related to the Olympic Games earned them some recognition:  Nearly one-half (49%) claimed to have seen the Phelps ad;  Among those seeing the ad, 79% believed that “Subway supports the U.S. Olympic team”, and 64% agreed that “Subway embodies the spirit of the Olympics“.

Although not quite as visible, Verizon, an official sponsor of U.S. Speed Skating (but not an official sponsor of the U.S. Olympic Team or the Vancouver Games) , also earned a level of Olympic association.  42% confirmed that they had seen Verizon’s ads using speed skaters.  An overwhelming majority of those seeing the ad (83%) believed, “Verizon supports the U.S. Olympic team”, and almost two-thirds (64%) indicated that “Verizon embodies the spirit of the Olympics“.   By comparison, just 35% claimed to have seen official U.S. Olympic Team sponsor AT&T’s ad with snowboarder Gretchen Bleiler riding through outer space;  Among those seeing the AT&T ad, a nearly identical 86% believed “AT&T supports the U.S. Olympic team“, and 77% agreed that “AT&T embodies the spirit of the Olympics“.

The Olympic Games are not seen as an overly commercial event, and there is a respectable level of support for Olympic sponsors:

Over two-thirds of Olympic viewers in this study (67%) reported the level of commercialism associated with the Olympic Games to be “Acceptable”; 27% believed it to be “Over-commercialized”.  These results are virtually unchanged from data collected during the Beijing Olympics, where 26% reported the Games to be “Over-commercialized”.

In a favorable nod toward sponsors, 60% indicated that they are “Very” or “Somewhat” interested in knowing who the sponsors of the Olympics are, and almost one-third (30%) reported that compared to the last time they watched the Winter Games, their overall reaction to corporate sponsorship is “More positive” than it was before; 62% claimed that it has remained the same.

Moreover, the majority (55%) agreed “Very much” or “Somewhat ” with the statement, “Corporate sponsorship of the Olympics, in order to keep the events going, is more important now than ever“.   A majority (54%) also agreed “Very much” or “Somewhat” with the statement, “Corporate sponsorship of the U.S. Olympic team, in order to keep U.S. athletes competitive, is more important now than ever”.

Just like sponsors, there are a “Big three” in terms of favorite Winter Olympic  sports and most familiar /  most admired athletes, but the leading preferred sports aren’t delivering the top stars:

Figure skating (51%), snowboarding (34%), and ice-hockey (32%) led the race for Winter Olympic events that U.S. fans are most passionate about, with all others mentioned by fewer than one-quarter of the sample.

But in a twist, the most familiar athletes hailed from less popular sports:  Using a scale of 1-10 where one means “Not familiar at all” and 10 means “Very familiar”, Apolo Ohno (short track speed skating) headed the list (with 64% assigning ratings of 7 -10).  Shaun White (snowboarding half-pipe) followed closely, with  62%.  Skier Lindsey Vonn was the top recognized female athlete (50%), beating Bode Miller on the familiarity scale (44%).  Rounding out the top-five was speed skater Shani Davis, with 41%.  [Figure skating gold medallist Evan Lysacek earned familiarity ratings among just 36% of the sample, and was matched by teammate Johnny Weir, also 36%.]

And who takes the gold for being the most admired athlete from the Winter Games?

Apolo Ohno and Shaun White shared the podium, with each being mentioned by 27% of the sample.  Lindsey Vonn followed with 13%, with all other athletes named being mentioned by roughly 5% or less.

NBC gets a gold medal from viewers of the Olympic Games:

Over one-third (34%) of Olympic viewers surveyed reported that they had a higher interest in the 2010 Vancouver Games than they did for the 2006 Games in Torino (53% reported the same level of interest), and almost two-thirds (63%) gave NBC scores of 7-10 on a 1-10 scale of “Excellence” for overall coverage of the Games.  The top scoring elements were “Level of advanced technology used to visually present the sports” (64% posting ratings of  7-10), followed by “Anchor host Bob Costas” (60%).

The USOC versus Scotty Lago:  The jury of public opinion is split:

Snowboarder Scotty Lago, (whose picture was unceremoniously posted on the Internet allowing a young woman to kiss his bronze medal below his waist) was seen as given a bum deal by leaving the Olympic Games after the incident, with 51% indicating that the U.S. Olympic Committee over-reacted to the incident.  44% believed that the Olympic Committee took the appropriate actions, and 6% reported that the USOC was “Not harsh enough”.

About the Research Methodology:

Performance Research conducted this study online among a national random sample of American consumers provided by Survey Sampling International, aged 18-65, during each night of the Vancouver Winter Olympic Games.  A total of  514 respondents were included in this study.  All respondents were screened to have been watching the Olympic Games, either on television or online; The average number of nights watched at the time of interviews was 5.

The margin of error for this sample is no more than +4%.

About Performance Research:

Performance Research (Newport, Rhode Island) is the world’s leader in consumer research and evaluation for the sponsorship industry. Founded in 1985, the company has taken the leading role in understanding the marketing impact of sponsorship, as well as the phenomenon of emotional triggers and passion points among sports and arts enthusiasts.

This is the tenth continuous tracking study by Performance Research on Olympic sponsorship, with the first series beginning in 1992 (Albertville and Barcelona).

Performance Research’s consulting and evaluation work affects nearly $800 million worth of corporate sponsorship investments each year. Custom studies include on-site event surveys, telephone interviews, online surveys, and in-depth qualitative focus groups that explore the marketing impact of sponsorship / advertising from the consumer perspective.

About Survey Sampling International:

Survey Sampling International is the premier global provider of sampling solutions for survey research. SSI offers access to more than 6 million consumer and business-to-business research respondents in 72 countries via Internet, telephone, and mobile. Additional client services include custom profiling, survey programming and hosting, data processing, sampling consulting, and survey optimization.

SSI serves more than 1,800 clients worldwide, including 48 of the top 50 research organizations. Founded in 1977, SSI has an international staff of 400 people representing 50 countries and 36 languages. The company has 17 offices in 15 countries to locally support your global sampling needs.

For more information:

Contact:  Jed Pearsall

Tel: 401- 848-0111

Fax: 401-848-0110

Email: jed@performanceresearch.com

www.performanceresearch.com

17 Comments

Filed under General, Independent Research Studies

17 responses to “PERFORMANCE RESEARCH-SURVEY SAMPLING 2010 OLYMPIC VIEWERSHIP STUDY

  1. Every article submission in your marketing campaign will acquire your site backlinks and give you better search engine results, consequently producing the potential to bring even more traffic, customer, leads, visibility and earnings. Your article marketing strategy unquestionably should include putting some money in automation tools. Article spinnier and submitter softwares are the most effective ones you can acquire that are going to massively facilitate you leverage your article marketing campaigns.

  2. Pingback: Is Touting Past Relationships at Opportune Times Ambush Marketing? | see yourself as others see you

  3. Woah! I’m really loving the template/theme of this website.
    It’s simple, yet effective. A lot of times it’s challenging to get that “perfect balance”
    between user friendliness and visual appearance. I must say you have done a awesome job with this.
    Also, the blog loads very quick for me on Opera.
    Outstanding Blog!

  4. Could I set a replica on my blog? It is a great
    post I desire to tell my readers

  5. Generally I do not read article on blogs, however I would like to say that
    this write-up very forced me to try and do so! Your writing taste has been amazed me.
    Thank you, quite nice article.

  6. Hello, constantly i used to check weblog posts here early in the morning, for the reason that i
    love to find out more and more.

  7. I was curious if you ever considered changing the structure of
    your site? Its very well written; I love what youve got to say.

    But maybe you could a little more in the way of content so people could connect with it better.
    Youve got an awful lot of text for only having 1 or two images.
    Maybe you could space it out better?

  8. I all the time emailed this weblog post page to all my contacts, because if
    like to read it afterward my contacts will too.

  9. It’s remarkable designed for me to have a website, which is beneficial designed for my know-how.
    thanks admin

  10. Everyone loves it when individuals get together
    and share ideas. Great site, keep it up!

  11. If some one desires to be updated with most up-to-date technologies afterward he must be visit this web page and be up to date all
    the time.

  12. My developer is trying to convince me to move to .net from PHP.
    I have always disliked the idea because of the expenses.
    But he’s tryiong none the less. I’ve been using WordPress on a variety
    of websites for about a year and am nervous about switching to
    another platform. I have heard good things about blogengine.net.
    Is there a way I can import all my wordpress content into it?
    Any kind of help would be greatly appreciated!

  13. I like what you guys aree up too. This kind of clever work and exposure!
    Keep upp the amazing works guys I’ve you guys to blogroll.

  14. Howdy outstanding website! Does running a blog similar to this require a large amount
    of work? I’ve no knowledge of coding however
    I had been hoping to start my own blog in the near future.
    Anyways, if you have any suggestions or tips for new blog owners please
    share. I understand this is off topic however
    I simply needed to ask. Thanks a lot!

  15. Very nice blog post. I absolutely love this website.
    Thanks!

  16. This is really attention-grabbing, You are an excessively skilled blogger.
    I’ve joined your feed and sit up for in quest of extra of your
    magnificent post. Additionally, I have shared your web site in my social networks

  17. What’s up, just wanted to tell you, I enjoyed this post.

    It was practical. Keep on posting!

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s