With nearly 3 billion Google
search results (as of 19th September 2012) Samsung is one of the
world’s top brands in terms of online presence, yet how did its PR machine fair
in the battle for Olympic share of voice glory?
Using Google search results
statistics as the only methodology tool it transpires that while being the most
popular brand online amongst all 11 lead sponsors of this year’s London Olympic
Games, Samsung ranks a modest fourth in terms of search results containing the
keywords ‘Samsung Sponsorship of London Olympic Games’.
That’s despite Samsung’s clear
dominance in non-London Olympic Games online share of voice where it holds a
massive 55 per cent of the total pie amongst the Games’ 11 lead sponsors.
Fast food fare finished first as McDonald’s
got the London Olympic Games’ online share of voice gold medal in this rather
novel study with a total number of 5.3 million results or 38 per cent of the
total online share of voice amongst the 11.
Second place went to GE with 16
per cent of the spoils or 2.27 million search engine results inching Coca Cola
by the smallest of margins as the soft drinks giant run out of fizz finishing third
with 15 per cent of the total online share of voice registering 2.17 million
results.
Despite being a member of the
Olympic partner programme (TOP) since 1986 and the first to commit to the 2012
Games, Visa finished out of the online share of voice medals table in fifth
place with 916.000 results or 7 per cent of the total.
Omega’s race was not against time
but Panasonic with the Swiss luxury watch maker edging the audio and visual
equipment specialist to claim sixth place with 4 per cent or 619,000 results.
The big disappointment of the
tournament came from Acer, Taiwan’s consumer tech provider with annual revenues
in excess of US$16 billion and a non-Olympics related online share of voice
presence of 463 million; Making its first four year cycle as a TOP partner
since it joined the programme in 2009, Acer managed a meagre 236,000 Google
results finishing alongside P&G in the penultimate position of the table
just above Dow Chemical whose decision to make its Olympic Games sponsorship
debut backfired as it sparked controversy over the company’s alleged involvement
in a mid-80’s industrial catastrophe in India.
American brands comprised more
than half of the overall number of lead sponsors with six out of the 11
companies coming from the US. The Far East with Korea, Japan and Taiwan each had
a strong overall presence and France and Switzerland completing the roster. Not
a single UK-based firm was part of the Big 11 failing to capitalize on this
once-in-a-lifetime opportunity to engage with their home consumers on home soil
around the world’s biggest sporting extravaganza.
While purely superficial and
based only on English language results, these figures are indicative of the PR
effort the 11 companies put behind their multi-billion dollar sponsorship
contracts. 
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