Four automotive brands are among the top 10 advertising spenders for the 2016 Olympics, yet none managed to make a significant impact in U.S. consumer perception compared with all other brands during the first week of the games, YouGov BrandIndex reported Wednesday.
Only two automotive brands, Bridgestone and Nissan, managed to make any sort of brand impression. However, neither made the top-10 spenders list or passed the “threshold of statistical significance,” a BrandIndex spokesman said. Responses were compared from the month of July to the first week of the Olympics.
The BMW brand is the top ad spender for the Olympics with $28.7 million, followed by Chevrolet in second place at $27.3 million, Ford in sixth at $16.9 million and Toyota in 10th at $14.6 million, iSpot.tv reported.
But BrandIndex said in a release that the only brand with a significant change in positive perception from U.S. respondents was not an automotive one. It was NBC TV, which is the network broadcasting the games live.
Bridgestone’s positive brand perception barely increased 0.8 percentage points in both the buzz category, or what the respondent heard about the particular brand, and the word-of-mouth category, or which brands the respondent discussed with others. In the purchase consideration category, for whether or not respondents would consider buying a brand’s products, Bridgestone gained 2.4 percentage points.
The 2016 Olympics in Rio are Bridgestone’s first games as an official Olympic partner. The company debuted an ad during the opening ceremony in which Olympic athletes turn into tires while moving down a road.
The Nissan brand increased 2 percentage points in the word-of-mouth category but didn’t make the buzz and purchase consideration categories. Brazil is an important market and manufacturing country for Nissan, which is also a partner of the 2016 Olympics.
Nissan supplied about 5,000 vehicles for the games, according to the Rio2016 website. Renault-Nissan CEO Carlos Ghosn, who was born in Brazil, carried the Olympic Torch during a relay before the games opened.
Send us a letter
Have an opinion about this story? Click here to submit a Letter to the Editor, and we may publish it in print.