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SUBTITLE

IMI FanPulse™

RIO 2016

Impact on

ConsumersGlobal Excerpt

August 31st 2016

Global or country specific overviews available

upon request at consultimi.com.Overviews available for Global, USA, Canada, Mexico,

Brazil, UK, France, Spain, Germany, Japan and Australia.

IMI International © Copyright 2016 not for reproduction without consentIMI International © Copyright 2016 not for reproduction without consent

IMI’s FanPulse™ study was commissioned by IMI International’s

Global Sponsorship insights department. All of the information

contained herein was paid for and is owned by IMI International.

As such, you are welcome to send/share this report as you

desire.

To answer questions pertaining to these results or to request

one of the other 10 reports please contact:

Don Mayo – Global Managing Partner – IMI International

[email protected] or 01 416-505-7545

2

mailto:[email protected]

IMI International © Copyright 2016 not for reproduction without consent

STUDY OBJECTIVES

3

1 Quantify the reach and impact of this event and the

brand sponsors ability to impact the hearts and minds

of consumers across the Globe.

OBJECTIVE

2Consumer research completed among a representative

sample of 16,000+ consumers 13+ years of age across

10 countries through an online survey on August 23-

28th, 2016. N=1,600-2,400 interviews per country including the USA, Canada,

Mexico, Brazil, UK, France, Spain, Germany, Australia and Japan.

STUDY DESIGN

3Completed quarterly across the globe, and has been

commissioned to evaluate thousands of events and

brand sponsorships. IMI FanPulse™ provides clients

with ROI Optimization, Benchmarks, Action Standards

and Best Practices to maximize its ongoing sponsorship

effectiveness and impact.

IMI’s FANPULSE™


UNAIDED – CONSUMERS’ FAVOURITE THING

ABOUT THE RIO 2016 OLYMPICS


Unaided - Tell us your favorite thing about RIO 2016 Olympics?

5

SWIMMINGTRACK

AND FIELD SOCCER

CANADA

USA

SWIMMING

GYMNASTICSTRACK

AND FIELD

BRITAIN

WINNINGCYCLING

GYMNASTICS

UNITED KINGDOM

SWIMMING

USAIN

BOLTGYMNASTICS

AUSTRALIA

Source: IMI FanPulse™ August 23-28,2016 - N=2,000+ 13+ years of age


MEDAL PERFORMANCE

BASED ON CONSUMER IMPACT

www.consultimi.com IMI International © Copyright 2016 not for reproduction without consent

Global Impact of Olympic Sponsors - Unaided Brand Mention

Metrics = 1. Aware 2. Best Job 3. Feel More Favourable 4. Consider PurchaseIMI FanPulse™ - August 23-28th, 2016 : Sample n=16,000+

40 Total Brand Impact Medals

- 4 Metrics per Country *

10 Countries Evaluated

7


Top Olympic Sponsors based on: Unaided Consumer Impact TOTAL MEDALS ACROSS 10 COUNTRIES BASED ON CONSUMER IMPACT

Gold Silver BronzeTotal

Medals

Coke 28 9 2 39

Nike 8 18 7 33

Adidas 3 1 12 16

McDonald's 1 5 8 14

Samsung 0 1 5 6

Bradesco 0 3 1 4

Panasonic 0 3 0 3

Visa 0 0 2 2

Uniqlo 0 0 1 1

Woolworths 0 0 1 1

Under Armour 0 0 1 1

Total 40 40 40 120

8

AWARDING MEDALS BASED ON CONSUMER IMPACT

Consumers across the globe in 10 countries were asked 4 open-

ended unaided questions. A total of 4,000+ individuals were asked

each question to identify the reach and impact of Olympic Sponsors

on the hearts, minds and wallets of consumers. In total, over 16,000

consumers were asked the 4 questions to identify the brands that

impacted them.

For each country a gold, silver and bronze medal was given out

based on the three highest unaided awareness scores for each of

the four questions. Therefore, 12 medals were given out in each

country (4 questions * 3 medals) and 120 medals in total (12*10

countries).

> 120 = 4 questions per country * 3 medals per question * 10 countries

If a brand was in the top 3 in every country – with every question –

the highest number of medals they could be assigned would be 40 (4

questions * 10 countries).

The accompanying chart shows the results, with exceptional

performances enjoyed by Coca-Cola, Nike, Adidas, and McDonald’s

based on Consumer Impact.4 Metrics :1) Unaided Aware 2) Unaided Best Job Sponsoring 3) Unaided - Feel

More Favourable toward the brand 4) Unaided - Consider Purchasing the brand

IMI FanPulse™ - August 24 to 28th, 2016 - N=16,000 total interviews

• Random online Sample 13+ Years of age :

• 10 Countries - USA, Canada, Mexico, Brazil, United Kingdom, France, Spain,

Germany, Japan and Australia.


IMI FanPulse™

RIO 2016 Impact

on ConsumersUnited Kingdom Excerpt

August 31st 2016

Global or country specific overviews available

upon request at consultimi.com.Overviews available for Global, USA, Canada, Mexico, Brazil,

UK, France, Spain, Germany, Japan and Australia.

IMI International © Copyright 2016 not for reproduction without consentIMI International © Copyright 2016 not for reproduction without consent

IMI’s FanPulse™ study was commissioned by IMI International’s

Global Sponsorship insights department. All of the information

contained herein was paid for and is owned by IMI International.

As such, you are welcome to send/share this report as you

desire.

To answer questions pertaining to these results or to request

one of the other 10 reports please contact:

Don Mayo – Global Managing Partner – IMI International

[email protected] or 01 416-505-7545

10

mailto:[email protected]


STUDY OBJECTIVES

11

1 Quantify the reach and impact of this event and the

brand sponsors, and their impact on the hearts and

minds of consumers across the Globe.

OBJECTIVE

2Consumer research completed among a representative

sample of 2,400+ consumers 13+ years of age across

the country through an online survey on August 23-

28th, 2016. In addition, results are also available

across 10 countries in total including the: USA, Canada,

Mexico, Brazil, UK, France, Spain, Germany, Australia

and Japan.

STUDY DESIGN

3Completed quarterly across the globe, and has been

commissioned to evaluate thousands of events and

over 16,000 brand sponsorships. The scale of this

product provides clients with ROI Optimization,

Benchmarks, Action Standards and Best Practices.

IMI’s FANPULSE™


UNAIDED – CONSUMERS FAVOURITE THING

ABOUT THE RIO 2016 OLYMPICS


Unaided - Tell us your favorite thing about RIO 2016 Olympics?

13

SWIMMINGTRACK

AND FIELD SOCCER

CANADA

USA

SWIMMING

GYMNASTICSTRACK

AND FIELD

BRITAINWINNING

CYCLING

GYMNASTICS

UNITED KINGDOM

SWIMMING

USAINBOLT

GYMNASTICS

AUSTRALIA

Source: IMI FanPulse™ August 23-28,2016 - N=2,000+ 13+ years of age


UNITED KINGDOM’S PASSION TOWARD THE RIO 2016 OLYMPICS

- Consumers’ Agreement

14

I LOVE the RIO 2016

Olympics

14,300,00015,400,000

I have TALKED about the

RIO 2016 Olympics

The Olympics are my

Favourite Sporting Event

6,600,000

I have ENJOYED RIO

2016 Olympic Sponsors

Ads

4,900,000

Source IMI FanPulse™ - August 23-28th, 2016 : Sample n=1,600


“THIS WAS AN

IMPORTANT

TIME FOR OUR

COUNTRY”

10,700,000

AGREED

WHEN THE UNITED KINGDOM

WAS ASKED IF


Great Britain

16

TeamGB

IAmGB

Hashtags Include

# Mo Farah’s double-double and Great Britain’s record-high medal

count inspired many social media users to celebrate online.


United Kingdom’s Engagement with RIO 2016

17

3.8M•Watched at a Bar or Restaurant

7.7M

•Got together with Friends to watch

15.9M

•Checked Results on line

17.0M

•Talked about with Friends

36.8 M

•Engaged in The Event 1+ ways

Source: IMI FanPulse™ August 23-28,2016 - N=800+ 13+ years of age


Perception of Olympic broadcasters – 4 countries


UNITED KINGDOM’S AGREEMENT

19

5,500,000

I support my tax dollars funding the BBC

14,100,000

Agree - The BBC is a great broadcaster

4,400,000

I appreciate the BBC now more

than ever

5,300,000

I feel more favourable toward the BBC now

11,400,000

The BBC is an important part of the United Kingdom

28,600,000 (>1/2 of United Kingdom consumers 13+)

1+ - Feel positive toward the BBC

Source: IMI FanPulse™ August 23-28,2016 - N=800+ 13+ years of age


AFTER RIO 2016 OLYMPICS :

- % Agree – The Broadcaster is an Important part of the country?

20

CBC

31%

NBC

6%

BBC

21%

CHANNEL 7

10%




- % Agree – They are a great broadcaster?

21

CBC

23%

NBC

17%

BBC

26%

CHANNEL 7

16%




- % Agree – I feel more favourable toward them now?

22

CBC

12%

NBC

8%

BBC

10%

CHANNEL 7

8%



MEDAL PERFORMANCE

BASED ON CONSUMER IMPACT


U.K. - Impact of Olympic Sponsors - Unaided Brand Mention

Metrics = 1. Aware 2. Best Job 3. Feel More Favourable 4. Consider PurchaseIMI FanPulse™ - August 23-28th, 2016 : Sample n=1,600+

4 Metrics per Country


U.K. - Top 3 Performing Brands : Based on Consumer Impact

25

COCA-COLA

MCDONALD’SSAMSUNG

UNAIDED - SPONSOR AWARE

UNAIDED - BEST JOB SPONSORING

COCA-COLA

NIKESAMSUNG

COCA-COLANIKE

ADIDAS

UNAIDED - FEEL MORE FAVOURABLE

UNAIDED - CONSIDER PURCHASING

NIKE

COCA-COLAADIDAS

Honorable

Mention:

Adidas

Nike

Nissan

Honorable

Mention:

Adidas

Aldi

BBC

Source: IMI FanPulse™ August 23-28,2016 -

N=1600+ 13+ years of age

Honorable Mention:

Aldi

Honorable Mention:

McDonald’s


CONSUMERS’ ENJOYMENT OF OLYMPIC SPONSORS’ ADVERTISING

– 4 countries


RIO 2016 OLYMPICS SPONSOR ADVERTISING

- % Agree about Olympic Sponsor Advertising : Enjoy vs. Annoy(Note: ‘Advertising’ includes all mass, direct, digital, social, mobile and in store communication).

27

CANADAUSA FRANCE AUSTRALIA

Source IMI FanPulse™ - August 23-28th, 2016 : Sample n=2,000+

Enjoy

13%

Annoyed

11%

NET ENJOY

+ 2%

Enjoy

15%

Annoyed

15%

NET ENJOY

+ 0%

Enjoy

7%

Annoyed

9%

NET ENJOY

-11%

Enjoy

15%

Annoyed

9%

NET ENJOY

+ 6%

UNITED

KINGDOM

NET ENJOY

-2%

Enjoy

9%

Annoyed

20%

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