NEWS: Olympics lift brand profiles

Advertisers using the Olympic Games as a promotional platform are seeing significant increases in their brand awareness, though not always for the right reasons, according to new research.

Advertisers using the Olympic Games as a promotional platform are seeing

significant increases in their brand awareness, though not always for

the right reasons, according to new research.



Coca-Cola has the highest awareness of any of the British Olympic team

sponsors, according to research from CIA MediaLab. Its latest Sensor

survey found that 31 per cent of people cited Coke as a sponsor, while

Kodak came second with 10 per cent awareness and Adidas third with 9 per

cent.



More than half of 15- to 24-year-olds knew that Coke is an official

sponsor, although 27 per cent were unaware of any link between brands

and the Olympic team.



In the US, Nike is driving its brand awareness in the face of criticism

from the International Olympic Committee.



The IOC has accused the company of ‘trashing’ the Olympic ideal with ads

that use lines such as ‘you don’t win silver - you lose gold’.



However, the success of the ads was underlined by a USA Today/Gallup

Poll, which asked people in Atlanta to name official Games sponsors.

Nike came fourth - although it is not actually an official sponsor.



Meanwhile, Eurosport, the pan-European sports channel, is claiming a

significant increase in viewer interest in the centennial Olympics

compared with the Barcelona Games four years ago. In Germany, for

example, the channel’s audience has increased by 141 per cent.



Even advertisers unconnected with the games or sport in general are

capitalising on this interest. Disney is using the Olympics to trail its

new film, a live-action version of 101 Dalmatians, five months before

its release.



Perspective, p17