Will Olympics Viewers & Branding, February 2014 [TABLE]

Table - Will Olympics Viewers & Branding

Winter Olympics viewers are quite receptive to branded messaging on TV, says Experian Marketing Services in a recent release of survey data. Some 56% notice or are engaged with product placements in TV shows, and that includes 12% who see and act quickly regarding branding they’ve seen in a show. In fact, Olympics viewers are 9% more likely to buy from companies that sponsor sporting events. But will they even be able to correctly identify the sponsors of this year’s Games?

In a study conducted in the run-up to the Games, YouGov found that when presented with a list of 25 brands, fully 48% of Americans surveyed said they did not know which were official sponsors. Slightly fewer than one-third correctly identified McDonalds as a sponsor, as did about 3 in 10 with Coca-Cola. But, more than 1 in 5 incorrectly identified Pepsi as a sponsor, double the proportion that correctly pointed to Procter & Gamble. Read the rest at MarketingCharts.