Once again, rivals benefit from Olympic association
Once again, rivals benefit from Olympic association
Since January 2012, Opinium Research has been keeping a close eye on the brands benefitting most out of the London 2012 Olympics in terms of general awareness and last week, when the nation (a nationally representative sample of 2,000 UK adults) was asked who they think are the official Olympics Games partners, Opinium Research found (See fig.1):
- Coca Cola and McDonalds continue to dominate as brand awareness surges
- Global giants British Airways, BT and BP show signs of decline in awareness
- P&G maintain its spot in the Top Ten after overtaking BMW last month
Opinium Research also found brands to still be mistaking brands as Olympic partners with interesting differences between the months of June and August: (top 5 highest ranked mentions)
- British Gas continues to mistakenly get the credit (See fig.2) & (See fig.3)
- Although EDF Energy pay big money to be an official partner, a quarter of Brits (27% in August) believe its rival British Gas is a partner (See fig.3)
- This month, less Brits mistake MasterCard, Virgin Atlantic, HSBC and Pepsi as official partners (See fig.3)
Opinium Research carried out an online, tracker survey from January to May 2012 amongst a national respresentative sample of people aged 18+:
Base: 2,030 UK adults aged 18+ (January 2012); 2,019 UK adults aged 18+ (February 2012); 2,012 UK adults aged 18+ (March 2012); 2,014 UK adults aged 18+ (April 2012); 2012 UK adults aged 18+ (May 2012); 2,010 UK adults aged 18+ (June 2012); 2,012 UK adults aged 18+ ( July 2012) ; 2,014 UK adults aged 18+ ( August 2012)
The London Olympic Image is in line with iStockphoto’s terms and conditions in using the image soley for editorial purposes.
