By Steve Thomson, Managing Director, Keller Fay UK UK consumers are talking more and more with their friends and relatives about the London 2012 Olympics and Paralympic games, but the rise in buzz about the games is very gradual.  To date, football remains a much bigger talking point, particularly among men and many traditional sport fans.  Buzz is also much weaker outside of London and the South-East. These are the findings of the latest consumer research on word of mouth by the Keller Fay Group.  They are based on new, just released information from Keller Fay’s TalkTrack Britain® study, an ongoing research programme which tracks word of mouth in the UK on a continuous basis.  It is the only such research that looks at both offline as well as online

The New York Times Most of the big winners from the Vancouver Olympics are easy to point out:  Lindsey Vonn, Bode Miller, Shani Davis, Evan Lysacek, Leonardo DiCaprio. O.K., maybe Leo is not quite as obvious, but in terms of who benefited the most from NBC’s coverage of the Games, the actor’s name definitely belongs in there, because he set a personal record. His film, “Shutter Island” posted the best opening-week box office gross of his career, with a $41 million take.  (Yes, that includes “Titanic,” which started somewhat modestly with a $27 million first weekend.  Mr. DiCaprio’s best opening until now was “Catch Me If You Can,” at $30 million.) That big weekend showing for “Shutter Island” was also a standout performance for another famed movie name: the director

What a month it’s been for televised sports spectaculars.  First, the Super Bowl broke the record for the largest television audience ever.  And now, the Winter Olympics are proving to be a ratings bonanza as well, helping to knock American  Idol off its ratings perch for the first time since 2004. Beyond the game itself, the Super Bowl brings with it an annual flurry of water cooler discussion and professional reviews of the advertising winners and losers.  Which ads were funny, which were not; which generated online (and offline) chatter; which were the most viewed (and viewed again) on YouTube. While there is not the same “sport” associated with dissecting and debating the quality and creative appeal of Olympics advertising, the opportunity for marketers to reach a large audience and

NY Sports Journalism Not only are people watching the Winter Olympics on NBC and its affiliate networks, they also are talking about the brands they are seeing on TV via commercials, signage and athlete sponsorship deals.  And even better for brands, two-thirds of consumers are talking about brands in a positive way. After the first five days of the Games in Vancouver, an average of 3 million more people are talking about each advertiser, compared to a benchmark set during the six weeks prior to the start of the Olympics on Feb. 12.  The numbers come from a study conducted by Keller Fay Group for NBC Universal, based on 4,211 online interviews with consumers 18-54 years of age.  Keller Fay said that included a wave of 1,277 interviews conducted between

NBC Rallies for the Count

Tuesday, 16 February 2010 by

NBC calls it “the world’s biggest focus group.” With an estimated 185 million unique viewers of a 17-day period, the Olympic Games provide a special audience microcosm, and one that NBC believes will be particularly useful for measuring new-media consumption habits and trends. NBC touts all the different platforms it is bringing to bear for the games, which began Friday in Vancouver.  Viewers can watch on the network, NBC Universal’s many cable channels and NBCOlympics.com.  They can download clips to their iPhones and receive mobile updates on a favorite skier or figure skater. Alan Wurtzel, NBC Universal’s head of research, predicts big shifts in viewership habits compared with the last Olympics, held in Beijing in 2008, with large increases in the number of people who catch the games on mobile

– On Average, 3 Million More People Talking about Each Advertiser after First Five Days of Olympics Coverage – New Brunswick, NJ, February 23, 2010 – The Keller Fay Group today released initial results from a survey of American consumers to assess the impact of Olympics advertising on consumer word of mouth about brands.  Five days into the Olympics, the study projected an average of 3 million more people talking about each advertiser compared to a benchmark set during the six weeks prior to the start of the Games. The study, conducted for Olympics broadcaster NBC Universal, was based on a total of 4,211 online interviews with consumers 18 to 54 years of age, including a wave of 1,277 interviews conducted between the Opening Ceremony on February 12 and midnight

Network Hopes Results Will Help Sell Ads After the Games Advertising Age New York – NBC Universal likely won’t turn a profit off its broadcast of the Winter Olympics this year, but it hopes the research it performs on the event’s massive audience might generate additional ad revenue in the days and months after the last gold-medal hockey skate has left the ice. NBC intends to examine the data to see how the same person uses both TV and the web during the Olympics, as well as to track the kind of video people watch online.  The media giant, in the midst of parent General Electric’s transfer of majority ownership to Comcast Corp., intends to ratchet up its examinations of Olympics viewers’ media-consumption habits, building off a big test it

January is a great month for sports fans, and sports marketers:  the NFL playoffs are about to begin and the Super Bowl season is nigh upon us, with CBS reporting that almost all of its ad slots have been sold; college bowl games have been building toward the crowning of a national champion this week; for tennis fans, the first major of the season will get started soon “down under.”  And as soon as January ends, the Winter Olympics are upon us.For marketers, all of this begs the question: How much does it really pay to market to sports fans?  Are they truly a special and engaged audience? My firm’s word of mouth tracking research documents clearly that sports fans are key consumers for brands to target.  They are considerably

New York, December 9, 2009 – The Keller Fay Group today announced that NBC Universal has selected the word of mouth market research company to monitor and analyze viewers’ brand-related conversations that will take place during the 2010 Winter Olympics.  Word of mouth measurement is a new addition to NBC Universal’s Olympics research initiative for 2010, part of a high profile suite of research activities that NBC Universal has dubbed “The Billion Dollar Lab.” The Keller Fay Group will measure the word of mouth conversations about the Olympics and Olympics advertisers from a projectable sample of more than 8,000 consumers ages 13-69 to assess the impact of advertising on word of mouth during the upcoming sports event, scheduled to take place in Vancouver in February 2010. “We are excited about

MediaDailyNews As the Vancouver Olympics unfold and NBC Universal tries to persuade advertisers their spots are resonating, the broadcaster is looking beyond the Nielsen sample that measures mostly reach.  NBCU has hired a word-of-mouth agency to gauge reaction to campaigns from Coke with expected spots featuring charismatic speed skater Apolo Anton Ohno. The Keller Fay Group, which has a TalkTrack system said to monitor more than 350,000 conversations about brands annually, will track online and offline banter in real-time during the February games. Results could help advertisers decide which spots to run more frequently and what dayparts to place them in. NBCU is carrying the games on a slew of networks. The initiative appears to be an offshoot of NBCU top researcher Alan Wurtzel’s efforts to use the Olympics as

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