According to Media’s table of brand performance, compiled in conjunction with brandRapport, Nike emerged the victor, with its athletes taking home the most medals, though adidas was not too far behind.
Aside from the ‘big two’, Li Ning and Speedo were the big winners. Although neither was an official sponsor, both benefited from a slew of medals and athletes able to produce ‘buzz’. Puma also did well thanks to its focus on the sprint events.
From a media perspective, CCTV has cleaned up in China. Data from Carat shows that its share of viewing only dropped below 50 per cent in the final few days of the Games.
Data from MEC, meanwhile, shows Coca-Cola as the top-performing sponsor in terms of association with the Games. Its spontaneous recall measure as a sponsor jumped from 39 per cent in April to 53 per cent during the Games, partly due to a trebling of monthly media spend.
For more on the winners and losers at this year’s Games, see Media’s 4 September issue.
Aside from the ‘big two’, Li Ning and Speedo were the big winners. Although neither was an official sponsor, both benefited from a slew of medals and athletes able to produce ‘buzz’. Puma also did well thanks to its focus on the sprint events.
From a media perspective, CCTV has cleaned up in China. Data from Carat shows that its share of viewing only dropped below 50 per cent in the final few days of the Games.
Data from MEC, meanwhile, shows Coca-Cola as the top-performing sponsor in terms of association with the Games. Its spontaneous recall measure as a sponsor jumped from 39 per cent in April to 53 per cent during the Games, partly due to a trebling of monthly media spend.
For more on the winners and losers at this year’s Games, see Media’s 4 September issue.
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