An Olympic Halo Effect?
It's a thing! The Olympic environment consistently creates a "halo effect" for the sponsors and brands aligned with the Olympic games. Olympic sponsors enjoy brand and message recall long after the Closing Ceremony concludes. This exceptional ad environment draws in viewers of all ages as well as sought after groups like moms, business owners, millennials and upscale adults. Check out the numbers:
Brand Memorability rose 38% when comparing an Olympic advertiser to an annual non-Olympic advertiser
Message Memorability rose 47% when comparing an Olympic advertiser to an annual non-Olympic advertiser
89% of Adults say “The Olympics is one of the few major television events that the whole families can watch together”
95% of Americans say the Olympics brings excellence to the ad environment
Phoenix Brand Effect Study, 2018 PyeongChang Winter Olympics Advertiser Study, conducted using a gen pop sample among Olympics viewers A18-64,
top 2 box agreement on a 5 point scale. | Source: 2018 Attitudinal Research Study, conducted using a gen pop sample A18-64, top 2 box agreement on a 5 point scale.