Independent Studies


Winter Olympic Viewers “Can’t Beat the Feeling”

At the conclusion of the 1992 Winter Olympics, advertiser and Olympic Sponsor Coca-Cola broke through the Olympic marketing clutter and posted an impressive audience return.

Performance Research, (Newport, R.I. based sports marketing research firm) tested the awareness, association and image of Olympic sponsors immediately before and immediately following CBS’s coverage of the Winter Olympics in Albertville. The study interviewed 700 random adults with 350 interviewed before the opening ceremonies and 350 interviewed after the telecast watching a minimum of four hours of programming.

When asked to recall official sponsors (within hours of the closing ceremonies), almost one-half (47%) of the television audience recalled Coca-Cola. Moreover, Coke’s sponsorship awareness more than tripled from pre-event tests where only 12% of those intending to watch the coverage noted their involvement. Also receiving impressive returns were the U.S. Postal Service, Chrysler/Jeep, and Visa, each more than doubling from pre to post testing consumer “top of mind” recall through their Olympic theme advertising.

And which commercial made lasting impressions? Advertisements for Coca-Cola were recounted by 21% of the audience, followed by Reebok (10%), M&M /Mars (8%), McDonald’s (7%), Chrysler/Jeep (7%), Visa (6%), U.S. Postal Service and American Express (5%).

Among other categories, viewers were asked to identify the official Olympic car company. Because of their Olympic themed advertisements, Official automobile Chrysler, overcame confusion from Buick’s past involvement, and was recalled by 31% of the television viewers (vs. Buicks’s 15%). Subaru, long-time U.S. Ski team sponsor, was identified in the same category by nearly one-fifth (18%) of the respondents.

But not all sponsors utilized the Olympic theme in their campaigns. Some, like JCPenny advertised very little during the telecast and did not take full advantage of the costly Olympic rings they paid for so dearly. When asked to identify the official Olympic retailer, both pre and post respondents incorrectly mentioned KMart and Sears more often than USOC sponsor, JCPenny.

So where does corporate image/goodwill fit into all of this? Olympic sponsors were perceived as both “Friendly” and “Global” according to the 7.1 (out of a possible 10) mean ratings they received. Other, less regarded attributes were “Leaders” (6.7), “Innovative” (6.3), and “Healthy” (5.9).

Performance Research interviewed 350 random adult TV viewers immediately before the TV coverage of the Winter Olympics began and 350 TV viewers, who had watched a minimum of four hours of coverage, immediately following the Games? TV coverage. The margin of error is less than one percent.

Full List of Independent Studies

United States Studies
BP Oil Spill Ramifications

Consumer attitudes to the oil giant and its marketing

Winter Olympic Viewers “Can’t Beat the Feeling”

Study of Olympic sponsorship (Albertville)

AT&T Win Official Race With Sprint

Study of Olympic sponsorship (Barcelona)

Olympics, What Olympics? Sponsors, What Sponsors

Study of Olympic sponsorship (Lillehammer)

Loyal NASCAR Fans Please Stand Up

Racestat: a comprehensive analysis of the NASCAR audience

Winners and Whiners

Indy Car Study

Watch Out For The Ambush 1996

Study of Olympic sponsorship (Atlanta)

Picture This: “The Official Sports Drink of the …….. Symphony?”

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Sponsors Still Live Dream Despite Scandal Nightmare

Consumer attitudes to the Olympics following Salt Lake City Scandal

Americans Welcome Return of Formula 1

Study of sponsorship at the Indianapolis US Formula One Grand Prix

At the Olympics, Less May Be More

Study of Olympic sponsorship at Sydney

Times Square Advertising: Is it over-the-top or top-of-mind?

A look at how visitors connect to the commercial clutter of Times Square.

Big Three Still Dominate

Study of Olympic sponsorship at Vancouver

Naming Rights, Naming Wrongs

Consumer reaction to sponsorship of arenas and stadiums

Europe Studies
The Wild, Wild East? Sponsorship in Poland

Study explores attitudes to corporate sponsorship among Poles.

Rugby World Cup Findings Are Black And White

Research at the Rugby World Cup

American Companies Welcome As Smoke Clears From F1

Research among European Formula 1 Grand Prix

Sponsors Find Home in Dome

Millennium Dome sponsorship awareness study

Sponsor Loyalty Left by Roadside

Research at the British F1 Grand Prix

Caution Flags Fly as CART Set for New Arrival

Attitudes of F1 racing fans to the introduction of US motorsports in Britain

British Football Fans Can’t Recall Euro 2000 Sponsors

Research into sponsorship effectiveness at Euro

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UK cricket sponsorship – beyond awareness

Why Do American Formula One Fans Value Sponsors?

Compares and contrasts opinions of visitors to both the 2000 US and 2000 British Formula One Grand Prix.