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."
Readers: No C7 during this upfront
Fact: We now use the web more than TV
May’s five biggest sweeps stunts
So tell us, which network will win May sweeps?
‘Relative Insanity,’ totally inane
For NBC’s Thursday, an early close
Cable overnights: New high for ‘Chrisley’
The word: FCC guts net neutrality rules
USA’s summer lineup: ‘Pains’ and ‘Affairs’
Whoa: Amazon scores HBO Go
‘About a Boy’ grows for second straight week
Coulson: I did not participate in a cover-up
‘Scandal,’ from bubble to breakout
- GroupM communications director John Wolfe exiting
- Theresa Griggs becomes creative director at Cosmopolitan
- Ryan D’Agostino and David Granger join Popular Mechanics
- Jeanne Fontana becomes health and wellness president at Robb Report
- Christopher Dolan becomes publisher at Muscle & Fitness
- Karen Bonck becomes SVP of branded partnerships at Debmar-Mercury
- Sam Register rises to president at Warner Bros. Animation
- Luis 'El Matador' Hernandez joins Fox Deportes
- Charlize Theron and Andy Samberg hosting NBC's 'SNL'
- Jennifer Garner developing mystery project at Bravo
- 'Bachelorette' contestant Eric Hill dies at age 31
This week’s cable ratings
This week’s broadcast ratings
This week’s top movies, songs and books
This week’s daypart ratings
This week’s younger viewer ratings
This month’s new media traffic data
Senior digital media planner job in L.A.
Media planner position in Dallas
Needed: Senior digital media buyer and planner
Expert marketing consultant available in all markets
Media buyer/planner job in Philadelphia