Olympic Research: Sponsors and Non-Sponsors Seeing Success

I love the Winter Olympics - from curling to hockey to freestyle skiing to the biathlon. And of course, I am always fascinated by the sponsors and the fees those sponsors pay to be involved.

When we looked at the impact of Super Bowl ads on people's propensity to go online and learn more, big ticket sports advertising didn't seem worth it. But this week's research on the Olympics told a different story as not only were people aware of the sponsorships, they saw significant brand benefits (read more in the article at MediaPost).

The other interesting note was that many competing brands were also getting lifted by sponsorships. Maybe its a side effect of the fact that Verizon and AT&T (for example) are so embedded in one another's commercials but certainly everyone is benefiting from perceived Olympic affiliation.


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