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."
How Bill Paxton’s death will impact ‘Training Day’
Finally, a new broadcast show has been canceled
‘How to Get Away With Murder’ equals a season high
Satellite’s now an afterthought in the era of digital radio
NASCAR spins its wheels as season gets underway
Best of the week: Ranking black American influencers
Paper cuts: Axe swings at The Financial Times
It’s time to get over the gimcrack of Times Square
Weekend TV: It’s Oscar time in la la land
People really didn’t like media coverage of the election
Cable overnights: ‘Alaskan Bush People’ rises in finale
ABC wins Wednesday with night’s top four shows
TV programming blog: All the cancellations and renewals
- Eight join at FCB Chicago
- Seth Kusiak rises to VP of infrastructure and security services at Advertising Specialty Institute
- John Podesta joins The Washington Post as contributing columnist
- Kim Lamoreaux joins DeForest Times-Tribune
- Lauren Burack rises to SVP of brand and consumer marketing at IFC
- Matthew Broderick starring in ‘Katrina: American Crime Story’
- Brad Garrett joins CBS drama pilot ‘The Get’
- Lea Michele joins ABC comedy pilot
- Lauren Graham joins Fox comedy ‘Linda From HR’
- Former Fox News Channel host Alan Colmes dies at 66
This week’s broadcast ratings
This week’s top-rated movies, songs and books
This week’s cable ratings
This week’s daypart ratings
This month’s digital traffic data: December 2016
Opening for a media planner at a top OOH agency
Orlando agency looking for a media planner/buyer
Freelance media planner/buyer available
Junior media planner/buyer position in Minneapolis-St. Paul
Media sales coordinator opening in New York