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Brand Recall Strong for Coke, McDonald’s Olympic Ads

Aug 21, 2008  •  Post A Comment

Coca-Cola, McDonald’s and Visa have had the most memorable ads during the Olympics, according to research conducted by TNS Custom and TNS Media.
Coca-Cola, McDonald’s and Visa enjoyed 21%, 15% and 11% unaided brand recall, respectively, for Olympic viewers. Recall grew for the three brands among those very interested in the Olympics, with 33% recall for Coca-Cola, 21% for McDonald’s and 17% for Visa.
Budweiser, Nike, Chevrolet, Home Depot, GE and United Airlines fell far behind the top three brands, who are all longtime sponsors of the Olympics.
Advertiser spending during the Olympics has grown significantly from the 2000 Sydney Games to the 2004 Athens Games. AT&T spent $83.6 million on advertising during the 2004 Summer Olympics, more than double its 2000 Summer Games expenditure of $40.8 million. McDonald’s, Bank of America and Visa also increased their ad spending between the 2000 and 2004 Games by 51.6%, 65.6% and 68%, respectively.
Coverage during the first 11 days of the 2008 Beijing Olympics attracted 200 million viewers across NBC Universal’s networks.
More than 83% of all U.S. TV households have watched the Games, according to NBCU.

22 Comments

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