By Barry Janoff
February 14, 2014: Procter & Gamble and its family of brands have claimed six of the top ten spots resonating most with viewers, including the top three, during the Winter Olympics.
P&G's 60-second spot, "Mom's Work," was No. 1 overall, followed by "Falling" and "Pick Them Back Up," according to a survey from marketing, analytics and research firm Ace Metrix.
P&G brands also in the top ten are No. 5 Oral-B ("Better You"), No. 7 Febreze ("No Need For Ninjas") and No. 10 Bounty ("Julie Chu Has To Credit Her Mom").
Overall, P&G earned a gold medal ranking, Febreze a silver and United Airlines (pictured below) a bronze, according to Ace Metrix.
The survey includes only those brands officially aligned with either the International or U.S. Olympics Committees. Rankings are based on a scale of 1-950 (with 950 the highest), which represents scoring on creative attributes such as persuasion, likability, information, attention, change, relevance, desire and watchability, according to Mountain View, Calif.-based Ace Metrix.
The list is based on data for ads debuting up to Feb. 11 from a "unique sample of 500+ people, representative of the U.S.," per Ace Metrix.
“P&G’s accomplishment is particularly impressive when you consider the number of ads they’ve introduced across their portfolio of brands, leading up to and during these games,” Peter Daboll, CEO of Ace Metrix, said in a statement. “The data behind the scores also tells us that P&G was able to effectively take action based on what they learned in 2012 (at the Summer Games in London) and build upon its engaging, well-executed ‘Thank You Mom’ campaign as well as extend those lessons into the creative for its individual brands.”
P&G also has ads for its brands Bounty, Crest, Dawn, DayQuil, NyQuil, Pantene, Pampers, Puffs and Tide.
In addition to P&G, other marketers in the Top Ten include No. 4 Smucker's ("Details: Hardworking Olympians"), No. 6 United ("Hopes of a Nation"), No. 8 General Electric ("Create Your Own World") and No. 9 Jif ("Kids With the Olympic Dream").
Not all marketers are resonating with viewers. According to Ace Metrix, "Brands that dominated the 2012 Summer Olympics in London have disappointed in the Sochi Games thus far. Both Chobani and Coca-Cola, which were medalists in London, have underwhelmed audiences and underperformed with respect to their category and brand averages."
Broadcast partner NBC is expected to pull in a Winter Games record $! billion in ad revenue — topping the $852.1 million during the 2006 Winter Olympics in Torino. The network has charged an average of close to $100,000 for a 30-second spot, according to industry analysts, although companies that purchase multiple spots generally get a discount.
NBC will have as much as 5,500 minutes of commercial time on TV alone, according to marketing and research firm Kantar Media, New York.
A just-released study by research and consulting company YouGov, Palo Alto, Calif., also indicated that some official Olympics partners are doing a better job that others in connecting with consumers and viewers.
According to YouGov, McDonald's came out on top among Americans with 32% identifying the brand as an official sponsor of the event. Coca Cola (29%) and Visa (26%) also achieved a high degree of recognition as official games sponsors.
Among other IOC TOP partners, Atos was named by 1%, Dow Chemical by 2%, General Electric by 8%, Omega, Panasonic by 6%, Procter & Gamble by 10% and Samsung by 9%. Omega was not named by anyone who took the YouGov survey,
Most of the IOC's partners are signed through the 2020 Games. Panasonic has just extend through 2024.
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