Key Findings:
· Lindsey Vonn of the US is by far the most valuable brand online generating nearly $65 million of online coverage during Vancouver 2010
· US athletes dominated in terms of online popularity, taking the top 5 places
· German skier Maria Riesch is the most valuable non-US athlete, reaching an average daily audience of 150 million and generating $23 million in online coverage
Who’s the most valuable Winter Olympics medal winner for Advertisers?
For Winter Olympic gold medal winners such as Lindsey Vonn, Shaun White and Bode Miller, now is the perfect time to cash in on their newfound success through sponsorship deals. But first, marketers need to figure out how valuable these athletes are in terms of their popularity. To help them do that, Fisheye Analytics has calculated the amount of worldwide online news and social media coverage received by all the gold medal winners between February 12th and March 1st 2010. We then quantified this coverage in terms of its average unique daily online audience reached and the total marketing value of that audience.
Marketing value is the value of the publicity generated by the athlete. In other words, that is the amount of advertising dollars you would have to spend to generate the same level of publicity for your brand name. It is also a good proxy for the benefit to your brand from being endorsed by the athlete. Unlike traditional Advertising Value Equivalent (AVE) however, Fisheye has included a number of new factors such as sentiment, editorial credibility of the source, overlap of media audiences and repeated mentions in a single source on the same day. The top 10 athletes by marketing value generated are listed below:
Marketers will also be judging the image of each athlete. Lindsey Vonn’s image as a sex symbol, for example, has helped boost coverage of her online. 13.5% of news articles and social media during this period mentioned either her sex appeal or her appearance in Sports Illustrated’s Swimsuit Edition, which was published just before the Vancouver games.
What’s equally important is the media mix and the type of audience reached by each athlete. Lindsey Vonn gets just 12% of her total coverage from blogs and twitter, while Snowboarder Shaun White who is extremely popular among a younger demographic gets nearly a quarter of all his coverage from blogs and twitter.
About Fisheye Analytics: Fisheye Analytics is a media monitoring and analysis service providing vital information to organisations and businesses on their public profile in the areas of brand management, communications, product development and customer care. Our full offering includes not only online media but traditional, print and television media. Fisheye’s clients include the World Economic Forum, Axa Insurance and IMD business school. We are based both in Paris, France and Singapore.
You can find more information about us at http://www.fisheyeanalytics.com/. For further research or questions about our findings, please contact Deepanshu Bagchee +33643826595 or deepanshu.bagchee@fisheyeanalytics.com
1 Unique daily audience measures the unique viewers reached through online news and includes survey data for 20,000 news sources worldwide.
2 Total marketing value includes cumulative publicity value generated through online news as well as blogs and twitter during the period February 12th to March 1st 2010. The value is calculated using a proprietary algorithm, which includes unique daily audience, online advertising rates, sentiment of the article and credibility of the source. It corrects for a number of factors including the overlap of media sources and repeated mentions from a single source on the same day, such as article updates.
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