Rivals benefit from Olympic association
Rivals benefit from Olympic association
When asking the nation (a nationally representative sample of 2,000 UK adults): who do you think are the official Olympics Games partners, Opinium Research found:
- Only 11% of Brits are aware that BMW are an Olympics partner, a result which remains steady each month
- McDonalds and Coca-Cola consistently come out on top with around half of the nation aware they are partners; and awareness has significantly increased since January as we get closer to the games. This highlights the success and experience of these global brands in sponsoring major sporting competitions
- As the Olympics draws nearer, awareness of EDF, BT and BP has risen
- Awareness in Coca-Cola has risen the most with an increase of 17 points from January to May
Every month, in the lead up to the London 2012 Olympics, a nationally representative sample of 2,000 UK adults were asked which companies they believed to be official partners and found:(10 highest ranked mentions)
(See fig.1)
In May 2012, Opinium Research asked 2,012 UK adults if they believed the following companies (amongst a whole host of others including all the official partner sponsors) were official partners and found that the following brands seem to be benefitting despite not being official Olympic sponsors:(top 5 highest ranked mentions)
(See fig.2)
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)
The London Olympic Image is in line with iStockphoto’s terms and conditions in using the image soley for editorial purposes.
