A recent survey conducted by YouGov BrandIndex in order to gauge the public’s perceptions of Olympics advertisers may prove that the coveted ad slots and expensive sponsorships are worthy investments, especially for certain brands with PR problems.
According to Ad Age, surveyors posed the same question for each brand: “If you’ve heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?” YouGov then derived scores ranging from 100 to -100 by subtracting negative feedback from positive (For instance, a score of zero means a brand received equal parts positive and negative feedback).
Oil company and international pariah BP, whose public image has soured since the 2010 Deepwater Horizon spill in the Gulf Of Mexico, reportedly saw its score jump from a negative 5.9 in the week prior to the Olympics to a positive 2.6 during the first week of the games thanks to ads like this one. Only Visa, which, according to YouGov, spent $100 million to be a “Worldwide Olympic Partner”, saw its brand perception rise more during the same time period. Ted Marzilli, global managing director for YouGov’s BrandIndex service, told Ad Age, “We have seen the recovery with BP over the last year and a half…but I think its association with the Olympics is showing benefits.”
According to YouGov, Coca-Cola, Samsung, McDonald’s, Heineken, Panasonic, Adidas, and British Airways also experienced more modest perception gains.
While this is great news for companies like BP and Visa, other brands like General Electric, Holiday Inn, and BMW have actually seen brand perceptions decrease over the course of the games despite major ad buys. Overall, though, according to the survey, Samsung and Coca-Cola are enjoying the most positive receptions. Take a look at the chart below (from YouGov’s write-up) for more information: