SlideShare uma empresa Scribd logo
1 de 2
Baixar para ler offline
Super Bowl XLVIII is poised to overshadow more than just
Groundhog Day this Sunday; five days after kickoff marks the
Opening Ceremony of the 2014 Sochi Winter Olympics. With two of
the worlds biggest sporting events happening only days apart, a
BAVC comparison between the two brands seems only natural.
Last year, Super Bowl Sunday was the most watched night of
Primetime Television, with more than 108.5 million viewers tuning in
for the game. From a financial standpoint, the past 10 Super Bowls
(2003-2012) have generated more than $1.85 billion in network
advertising sale across more than 130 marketers.
The Olympic Games also boasted high viewership stats: more than
219.4 million Americans watched the 2012 London Summer
Olympics, which boasted an unparalleled 5,535 hours of coverage
across NBC and its affiliates.
As social media platforms, such as Facebook and Twitter, have
developed into legitimate news sources, consumers have found
new ways to connect to events like the Super Bowl and Olympic
Games. Across the 16-day span that the London Summer Olympics
were broadcasted, over 150 million Tweets about the games
disseminated across cyberspace. Similarly, last year’s Super Bowl
generated 24.1 million Tweets.
The question therefore becomes: given the large viewership and
interest in both the Super Bowl and Olympic Games, which brand
ultimately reigns supreme according to the BAVC data?
THE SUPER BOWL VS. THE OLYMPIC GAMES
Which event has the stronger brand?

Energized Differentiation is more than a
brand’s point of difference, it also shows how
excited consumers are about a brand. Esteem
measures how well regarded a brand is.
Together they create Admired Differences,
which relate to loyalty and advocacy.

The Super Bowl has more Admired Differences than
95% of the 3,000+ brands tracked by BAV in 2013,
while The Olympic Games scores higher than 92%
of all other brands.

95

The Sporting Event I’d Prefer to
Watch or Attend

With higher Admired Differences,
The Super Bowl is also more
preferred to The Olympic Games.

37%

92

30%

The Super Bowl gets credit for the rugged nature of football and the fun, social element of
bringing together friends and family, while The Olympics gets credit for its unique way of
connecting people around the globe. But, whereas The Olympics span several weeks
across multiple TV channels and include various rounds of competition within different
athletic categories, The Super Bowl is one big, concentrated event focused on football
alone. Additionally, the Super Bowl has something for everyone to connect to: win-or-gohome football for fans, a plate of chicken wings for foodies (the National Chicken Council
estimates 1.25 billion wings will be consumed during Super Bowl XLVIII), and commercials
and a half time show to entertain the rest.

Viewership Percentage

Visionary

Adults NOT
on Social
Media

70%

59%

are more…

Unique

Social
Media
Users

62%

Socially
Responsible

62%

Social
Fun

is more…
-6

-3

Rugged

0

3

Percent Difference

6

9

12

In the end, while both events get
viewership lifts among Social Media
Users, The Super Bowl gets a bigger lift and
reigns supreme due to its more social
nature.

Mais conteúdo relacionado

Semelhante a Super bowl vs Olympic Games

MBLM FLTR Olympics
MBLM FLTR OlympicsMBLM FLTR Olympics
MBLM FLTR OlympicsOlaf Kreitz
 
Changing The Game: Outlook for the global sports market to 2015
Changing The Game: Outlook for the global sports market to 2015Changing The Game: Outlook for the global sports market to 2015
Changing The Game: Outlook for the global sports market to 2015Abel Sports Management
 
A Focus on the World Cup and OOH
A Focus on the World Cup and OOHA Focus on the World Cup and OOH
A Focus on the World Cup and OOHPosterscope
 
Super Bowl Ads - The Digital Game Within the Game (Within the Game)
Super Bowl Ads - The Digital Game Within the Game (Within the Game)Super Bowl Ads - The Digital Game Within the Game (Within the Game)
Super Bowl Ads - The Digital Game Within the Game (Within the Game)Michael Hunter
 
How Everyone is getting Rich of College sports except the players
How Everyone is getting Rich of College sports except the playersHow Everyone is getting Rich of College sports except the players
How Everyone is getting Rich of College sports except the playershabiburrahman252203
 
2012 2 8 mindshare digital po v superbowl 2012
2012 2 8 mindshare digital po v   superbowl 20122012 2 8 mindshare digital po v   superbowl 2012
2012 2 8 mindshare digital po v superbowl 2012Mindshare
 
Bjmc i-i, met, unit-iv, media economics - olympics and television
Bjmc i-i, met, unit-iv, media economics - olympics and televisionBjmc i-i, met, unit-iv, media economics - olympics and television
Bjmc i-i, met, unit-iv, media economics - olympics and televisionRai University
 
Presentation for momentum (scotland)
Presentation for momentum (scotland)Presentation for momentum (scotland)
Presentation for momentum (scotland)Duncan Green
 
Guide to the explosive growth of sport in china 2016
Guide to the explosive growth of sport in china 2016Guide to the explosive growth of sport in china 2016
Guide to the explosive growth of sport in china 2016Mailman Group
 
Super Bowl Advertising and the Games Within the Game
Super Bowl Advertising and the Games Within the GameSuper Bowl Advertising and the Games Within the Game
Super Bowl Advertising and the Games Within the GameMichael Hunter
 
Why Social Media Adds a Whole New Dimension to Live Sporting Events
Why Social Media Adds a Whole New Dimension to Live Sporting Events Why Social Media Adds a Whole New Dimension to Live Sporting Events
Why Social Media Adds a Whole New Dimension to Live Sporting Events Tier10
 
Kobalt_FSLPlansbook_Spring15
Kobalt_FSLPlansbook_Spring15Kobalt_FSLPlansbook_Spring15
Kobalt_FSLPlansbook_Spring15Lauren Cooper
 
Fair Use & Fair Play: Olympic Marketing in the Information Age
Fair Use & Fair Play: Olympic Marketing in the Information Age Fair Use & Fair Play: Olympic Marketing in the Information Age
Fair Use & Fair Play: Olympic Marketing in the Information Age Alex Locke
 
36332054 sports-industry-overview
36332054 sports-industry-overview36332054 sports-industry-overview
36332054 sports-industry-overviewPrashant Bandhu
 
Super Bowl XLIX: By The Numbers
Super Bowl XLIX: By The NumbersSuper Bowl XLIX: By The Numbers
Super Bowl XLIX: By The NumbersWishpond
 
Phd 2014 World Cup Impact Report from PHD_France
 Phd 2014 World Cup Impact Report from PHD_France Phd 2014 World Cup Impact Report from PHD_France
Phd 2014 World Cup Impact Report from PHD_Franceyann le gigan
 

Semelhante a Super bowl vs Olympic Games (20)

MBLM FLTR Olympics
MBLM FLTR OlympicsMBLM FLTR Olympics
MBLM FLTR Olympics
 
Changing The Game: Outlook for the global sports market to 2015
Changing The Game: Outlook for the global sports market to 2015Changing The Game: Outlook for the global sports market to 2015
Changing The Game: Outlook for the global sports market to 2015
 
A Focus on the World Cup and OOH
A Focus on the World Cup and OOHA Focus on the World Cup and OOH
A Focus on the World Cup and OOH
 
Super Bowl Ads - The Digital Game Within the Game (Within the Game)
Super Bowl Ads - The Digital Game Within the Game (Within the Game)Super Bowl Ads - The Digital Game Within the Game (Within the Game)
Super Bowl Ads - The Digital Game Within the Game (Within the Game)
 
How Everyone is getting Rich of College sports except the players
How Everyone is getting Rich of College sports except the playersHow Everyone is getting Rich of College sports except the players
How Everyone is getting Rich of College sports except the players
 
2012 2 8 mindshare digital po v superbowl 2012
2012 2 8 mindshare digital po v   superbowl 20122012 2 8 mindshare digital po v   superbowl 2012
2012 2 8 mindshare digital po v superbowl 2012
 
Bjmc i-i, met, unit-iv, media economics - olympics and television
Bjmc i-i, met, unit-iv, media economics - olympics and televisionBjmc i-i, met, unit-iv, media economics - olympics and television
Bjmc i-i, met, unit-iv, media economics - olympics and television
 
Trends 2017
Trends 2017Trends 2017
Trends 2017
 
Presentation for momentum (scotland)
Presentation for momentum (scotland)Presentation for momentum (scotland)
Presentation for momentum (scotland)
 
Guide to the explosive growth of sport in china 2016
Guide to the explosive growth of sport in china 2016Guide to the explosive growth of sport in china 2016
Guide to the explosive growth of sport in china 2016
 
Super Bowl Advertising and the Games Within the Game
Super Bowl Advertising and the Games Within the GameSuper Bowl Advertising and the Games Within the Game
Super Bowl Advertising and the Games Within the Game
 
Economics of London Olympics
Economics of London OlympicsEconomics of London Olympics
Economics of London Olympics
 
NEC - Final (Print)
NEC - Final (Print)NEC - Final (Print)
NEC - Final (Print)
 
Why Social Media Adds a Whole New Dimension to Live Sporting Events
Why Social Media Adds a Whole New Dimension to Live Sporting Events Why Social Media Adds a Whole New Dimension to Live Sporting Events
Why Social Media Adds a Whole New Dimension to Live Sporting Events
 
Kobalt_FSLPlansbook_Spring15
Kobalt_FSLPlansbook_Spring15Kobalt_FSLPlansbook_Spring15
Kobalt_FSLPlansbook_Spring15
 
Fair Use & Fair Play: Olympic Marketing in the Information Age
Fair Use & Fair Play: Olympic Marketing in the Information Age Fair Use & Fair Play: Olympic Marketing in the Information Age
Fair Use & Fair Play: Olympic Marketing in the Information Age
 
36332054 sports-industry-overview
36332054 sports-industry-overview36332054 sports-industry-overview
36332054 sports-industry-overview
 
Super Bowl XLIX: By The Numbers
Super Bowl XLIX: By The NumbersSuper Bowl XLIX: By The Numbers
Super Bowl XLIX: By The Numbers
 
Imc twitch interactive
Imc twitch interactiveImc twitch interactive
Imc twitch interactive
 
Phd 2014 World Cup Impact Report from PHD_France
 Phd 2014 World Cup Impact Report from PHD_France Phd 2014 World Cup Impact Report from PHD_France
Phd 2014 World Cup Impact Report from PHD_France
 

Mais de BAV Group

The Power of Brand in Radical Times of Uncertainty
The Power of Brand in Radical Times of Uncertainty The Power of Brand in Radical Times of Uncertainty
The Power of Brand in Radical Times of Uncertainty BAV Group
 
BAV & Kantar @ Cannes: The Power of Purpose
BAV & Kantar @ Cannes: The Power of PurposeBAV & Kantar @ Cannes: The Power of Purpose
BAV & Kantar @ Cannes: The Power of PurposeBAV Group
 
Brand Israel: Its Evolving Impacts on the Country’s Political Credibility
Brand Israel: Its Evolving Impacts on the Country’s Political CredibilityBrand Israel: Its Evolving Impacts on the Country’s Political Credibility
Brand Israel: Its Evolving Impacts on the Country’s Political CredibilityBAV Group
 
Cracking the Crackberry Code
Cracking the Crackberry CodeCracking the Crackberry Code
Cracking the Crackberry CodeBAV Group
 
Check out how the Red Sox have evolved as both a team and brand since 2012, a...
Check out how the Red Sox have evolved as both a team and brand since 2012, a...Check out how the Red Sox have evolved as both a team and brand since 2012, a...
Check out how the Red Sox have evolved as both a team and brand since 2012, a...BAV Group
 
The Erosion of Bank Brands, a Pre- and Post- Recession Story
The Erosion of Bank Brands, a Pre- and Post- Recession StoryThe Erosion of Bank Brands, a Pre- and Post- Recession Story
The Erosion of Bank Brands, a Pre- and Post- Recession StoryBAV Group
 
Carnival cruises brand equity
Carnival cruises brand equityCarnival cruises brand equity
Carnival cruises brand equityBAV Group
 
Breakaway celebrity, Lady Gaga, confirms position as stand-out breakaway bran...
Breakaway celebrity, Lady Gaga, confirms position as stand-out breakaway bran...Breakaway celebrity, Lady Gaga, confirms position as stand-out breakaway bran...
Breakaway celebrity, Lady Gaga, confirms position as stand-out breakaway bran...BAV Group
 
The HTC Anomaly
The HTC AnomalyThe HTC Anomaly
The HTC AnomalyBAV Group
 
John Deere has repeatedly outperformed Caterpillar on measures of Brand Equit...
John Deere has repeatedly outperformed Caterpillar on measures of Brand Equit...John Deere has repeatedly outperformed Caterpillar on measures of Brand Equit...
John Deere has repeatedly outperformed Caterpillar on measures of Brand Equit...BAV Group
 
Sears Gets Fancy, But Straying from Relevance?
Sears Gets Fancy, But Straying from Relevance? Sears Gets Fancy, But Straying from Relevance?
Sears Gets Fancy, But Straying from Relevance? BAV Group
 
BAV Solves Your Crisis!
BAV Solves Your Crisis!BAV Solves Your Crisis!
BAV Solves Your Crisis!BAV Group
 
Domino's Breaking Back In!
Domino's Breaking Back In!Domino's Breaking Back In!
Domino's Breaking Back In!BAV Group
 

Mais de BAV Group (15)

The Power of Brand in Radical Times of Uncertainty
The Power of Brand in Radical Times of Uncertainty The Power of Brand in Radical Times of Uncertainty
The Power of Brand in Radical Times of Uncertainty
 
BAV & Kantar @ Cannes: The Power of Purpose
BAV & Kantar @ Cannes: The Power of PurposeBAV & Kantar @ Cannes: The Power of Purpose
BAV & Kantar @ Cannes: The Power of Purpose
 
Brand Israel: Its Evolving Impacts on the Country’s Political Credibility
Brand Israel: Its Evolving Impacts on the Country’s Political CredibilityBrand Israel: Its Evolving Impacts on the Country’s Political Credibility
Brand Israel: Its Evolving Impacts on the Country’s Political Credibility
 
Cracking the Crackberry Code
Cracking the Crackberry CodeCracking the Crackberry Code
Cracking the Crackberry Code
 
Check out how the Red Sox have evolved as both a team and brand since 2012, a...
Check out how the Red Sox have evolved as both a team and brand since 2012, a...Check out how the Red Sox have evolved as both a team and brand since 2012, a...
Check out how the Red Sox have evolved as both a team and brand since 2012, a...
 
The Erosion of Bank Brands, a Pre- and Post- Recession Story
The Erosion of Bank Brands, a Pre- and Post- Recession StoryThe Erosion of Bank Brands, a Pre- and Post- Recession Story
The Erosion of Bank Brands, a Pre- and Post- Recession Story
 
Carnival cruises brand equity
Carnival cruises brand equityCarnival cruises brand equity
Carnival cruises brand equity
 
Breakaway celebrity, Lady Gaga, confirms position as stand-out breakaway bran...
Breakaway celebrity, Lady Gaga, confirms position as stand-out breakaway bran...Breakaway celebrity, Lady Gaga, confirms position as stand-out breakaway bran...
Breakaway celebrity, Lady Gaga, confirms position as stand-out breakaway bran...
 
The HTC Anomaly
The HTC AnomalyThe HTC Anomaly
The HTC Anomaly
 
John Deere has repeatedly outperformed Caterpillar on measures of Brand Equit...
John Deere has repeatedly outperformed Caterpillar on measures of Brand Equit...John Deere has repeatedly outperformed Caterpillar on measures of Brand Equit...
John Deere has repeatedly outperformed Caterpillar on measures of Brand Equit...
 
Sears Gets Fancy, But Straying from Relevance?
Sears Gets Fancy, But Straying from Relevance? Sears Gets Fancy, But Straying from Relevance?
Sears Gets Fancy, But Straying from Relevance?
 
BAV Solves Your Crisis!
BAV Solves Your Crisis!BAV Solves Your Crisis!
BAV Solves Your Crisis!
 
Domino's Breaking Back In!
Domino's Breaking Back In!Domino's Breaking Back In!
Domino's Breaking Back In!
 
BAV 101
BAV 101BAV 101
BAV 101
 
BAV 101
BAV 101BAV 101
BAV 101
 

Super bowl vs Olympic Games

  • 1. Super Bowl XLVIII is poised to overshadow more than just Groundhog Day this Sunday; five days after kickoff marks the Opening Ceremony of the 2014 Sochi Winter Olympics. With two of the worlds biggest sporting events happening only days apart, a BAVC comparison between the two brands seems only natural. Last year, Super Bowl Sunday was the most watched night of Primetime Television, with more than 108.5 million viewers tuning in for the game. From a financial standpoint, the past 10 Super Bowls (2003-2012) have generated more than $1.85 billion in network advertising sale across more than 130 marketers. The Olympic Games also boasted high viewership stats: more than 219.4 million Americans watched the 2012 London Summer Olympics, which boasted an unparalleled 5,535 hours of coverage across NBC and its affiliates. As social media platforms, such as Facebook and Twitter, have developed into legitimate news sources, consumers have found new ways to connect to events like the Super Bowl and Olympic Games. Across the 16-day span that the London Summer Olympics were broadcasted, over 150 million Tweets about the games disseminated across cyberspace. Similarly, last year’s Super Bowl generated 24.1 million Tweets. The question therefore becomes: given the large viewership and interest in both the Super Bowl and Olympic Games, which brand ultimately reigns supreme according to the BAVC data?
  • 2. THE SUPER BOWL VS. THE OLYMPIC GAMES Which event has the stronger brand? Energized Differentiation is more than a brand’s point of difference, it also shows how excited consumers are about a brand. Esteem measures how well regarded a brand is. Together they create Admired Differences, which relate to loyalty and advocacy. The Super Bowl has more Admired Differences than 95% of the 3,000+ brands tracked by BAV in 2013, while The Olympic Games scores higher than 92% of all other brands. 95 The Sporting Event I’d Prefer to Watch or Attend With higher Admired Differences, The Super Bowl is also more preferred to The Olympic Games. 37% 92 30% The Super Bowl gets credit for the rugged nature of football and the fun, social element of bringing together friends and family, while The Olympics gets credit for its unique way of connecting people around the globe. But, whereas The Olympics span several weeks across multiple TV channels and include various rounds of competition within different athletic categories, The Super Bowl is one big, concentrated event focused on football alone. Additionally, the Super Bowl has something for everyone to connect to: win-or-gohome football for fans, a plate of chicken wings for foodies (the National Chicken Council estimates 1.25 billion wings will be consumed during Super Bowl XLVIII), and commercials and a half time show to entertain the rest. Viewership Percentage Visionary Adults NOT on Social Media 70% 59% are more… Unique Social Media Users 62% Socially Responsible 62% Social Fun is more… -6 -3 Rugged 0 3 Percent Difference 6 9 12 In the end, while both events get viewership lifts among Social Media Users, The Super Bowl gets a bigger lift and reigns supreme due to its more social nature.