Surprise! Ambushers top Olympic sponsors.
July 19, 2012
Every two years the International Olympic Committee pledges to crack down on ambush marketers. And yet every two years it seems those ambushers still get the better of many official sponsors.
A new analysis from the Global Language Monitor, a web media trend tracking company, finds that of the top 50 brands affiliated with the upcoming London Games, only 17 of them are official sponsors.
GLM measured the strength of the brand affiliation for each official Olympic sponsor against those of their primary non-affiliated competitors.
The top 12 marketers are all non-affiliated, in that they have no official tie to the Olympics, much as they've tried to make it seem otherwise.
Royal Philips, CVC Capital and Exxon Mobil top the list. GLM notes that Royal Philips is besting official sponsor General Electric by a 20:1 margin.
"Ambushing by 'non-affiliated marketers' is more than Michael Phelps pitching sandwiches," says the GLM study, referring to Subway's long-running ads with the Olympic medalist. "It is a years-long effort to create a pseudo-sponsorship to leverage the good-well generated by having the Olympics with one's brand."
Cable overnights: Another MLB record
Fusion lays off 30 two years after launch
Even with decline, ‘Empire’ dominates
Cute: Halloween fun on Realtor.com
Survey: Morale is low at agencies
Rupert really steps in it on Twitter
Actually, ad blocking’s not such a threat
TV Guide has been sold, yet again
Readers: Fallon’s king of late night
‘Fargo,’ different personas, same fun
Tell us what you want from OOH ratings
What radio must do to reinvent itself
For ‘Vampire Diaries,’ a little less bite
- David Kolbusz becomes CCO at Droga5 London
- Andrew Dauska becomes managing director at TBWA\Chiat\Day
- Lisa Zakarin becomes managing director at Publicis Hawkeye
- Kevin Dolak, Seung Lee and Helen Russell join Newsweek
- Karen DeFriez becomes affiliate sales manager at Westwood One
- Dick Costolo joins HBO's 'Silicon Valley' as a consultant
- Lou Diamond Phillips guesting on NBC's 'Blindspot'
- Melanie Liburd joins HBO's 'Game of Thrones'
- 'Sopranos' actor Frank Albanese dies at age 84
This week’s broadcast ratings
This week’s cable ratings
This week’s top movies, songs and books
This week’s daypart ratings
This month’s new media traffic data
This week’s younger viewer ratings
Digital media planner opening in Seattle
Paid social media planner wanted in McLean, Virginia
Assistant OOH strategist position in New York
Media planner wanted in Philadelphia
Media buyer coordinator opening in New Haven