Thursday, September 27th, 2012 - Roy Morgan Research
Australian Olympic Committee (AOC) Team Partners had a strong lift in Olympic brand association with the Olympics by August and the London 2012 Summer Olympics this year, and McDonald’s was the clear winner with more than 2.9 million Australians aged 14+ recognising this brands’ association with the Olympic Games.
 
Finishing behind McDonald’s were Coca Cola (1.87m), Commonwealth Bank (1.61m) and Qantas (1.34m). These results are from Roy Morgan Research’s latest Single Source survey, for the 12 months to August 2012.


Brands associated with the Olympic Games September 2011 – August 2012


Source: Roy Morgan Single Source, September 2011 – August 2012 (n=39,360). Australian Olympic Committee Team Partners.


McDonald’s ran a number of executions as part of their ‘Flavour of the Games’ promotion starting in May and then by mid-July the Games-specific creative based on Australians watching the Games at late night/ early morning. The McDonald’s 2012 campaign was clearly successful in creating and strengthening awareness of their connection to the Olympics and was no doubt propelled by having an early start to the campaign, a good three months prior to the London 2012 Olympics.

Coca Cola, Commonwealth Bank and Qantas also had substantial leaps in Olympic brand association with Coca Cola (10%, up 7%) and Commonwealth Bank (9%, up 7%) showing large increases and Qantas (7%, up 3%) increasing significantly between May and August. Surprisingly, the only brand that showed a decrease in brand association is Visa, which dropped to 2% in August (down 3% from May).


George Pesutto, General Manager of Media & Communications, says:
 
“The Olympics is a good opportunity for brands to take the world stage and reach a huge media audience locally. With all of the investment and expectation it is pivotal the major brand campaigns have a way to analyse the effects.

“This Roy Morgan survey result shows that the major brands associated with the Olympics who advertised early – McDonald’s and Coca-Cola – benefitted the most from their sponsorship of the London Olympic Games.

“Roy Morgan continuously measures brand association with the Olympics. Future Roy Morgan measurements will monitor how Olympic brand association carries forward over the next few months and then the next four years to the 2016 Rio Olympics.”

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Roy Morgan Research


Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332
W: www.roymorgan.com

Keywords

Olympics, Advertising, Sponsorship,

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