CI slices into positive and negative sentiment surrounding 2008 pre-Olympic advertising
by Justin Wyman August 7, 2008As the 2008 Summer Olympics approaches, Collective Intellect slices down the analysis to the even more granular level of Brands and their Olympic-specific marketing composition. By doing this and sampling the two weeks directly prior to the start of the Olympics (7/25 to 8/7/2008).
Our results:
The traditional Big 3 of Visa, Coca-Cola, and McDonald’s still lead heading into the Beijing games. And to their credit, they seem to be taking advantage of their lead. Sentiment calculations list positive sentiment as 67%, 51% and 48% for Visa, Coca-Cola, and McDonald’s respectively.
UPS, Panasonic, Lenovo, and Kodak make up less than 10% combined.
And given the controversy surrounding the Olympics this year we also wanted to drill a bit deeper into any of the themes associated with negative posts. As it turns out these mostly were associated with censorship and politics with pollution also being a major concern.
Our results:
