Online Marketing in Charts During The 2016 Olympics in Rio

12. 9. 2016 | Murad Vagabov

In our today’s article, we will look at this year’s Olympic Games in Rio from an unusual perspective. We will identify the most popular sponsor brands at 2016 Olympics using various charts. In addition to that, we will introduce the most popular hashtags, and the most active followers of Olympic Games in Rio in terms of their gender and country of residence.

Which brands were mentioned the most?

Social networks, such as Facebook, Twitter, Instagram, and YouTube were analyzed to find out how many notions of one brand or another have been made during the Olympics. It was found that only Coca Cola was mentioned 34,400 times, while Samsung almost hit the bar of 30,000 references with its 29,800 notions. The “bronze” goes to VISA with 28,500 times mentioned on social media. But these are results only for the last week of Olympics! It is no surprise that all of these three companies were the main sponsors of the Olympic Games in Rio. Our task; however, is to assess whether their extensive involvement in Olympics helped them reach impressive goals. In total, the number of all notions of sponsor brands amounted to 217,000. Out of this number, 71,000 notions appeared on social media during the final week of Olympic Games. A more detailed summary of the final week results can be seen in the chart below.

Now, when we figured what were the most noted brands during the Olympics, let us look at the most popular hashtags. The most frequently used hashtags during the Rio Olympics were #rio2016, #ouro, #olympics, and, less predictably, #bra, and a bit more obvious #marianapajon, who is a two-time Olympic champion in cycling from Colombia.

US, Brazil, and Colombia had the greatest engagement in Rio Olympics on social networks, which is not surprising, since all of these states border with Brazil. As for the rest of the globe, Canada, India, Australia, England, and Spain were discussing the Olympics on social media quite actively, too.

Another interesting factor to compare is the distribution of men and women in terms of their use of sponsor brands’ hashtags. The data shows that men are clearly prevailing with a 60:40 ratio.

The best performing hashtags during the final week of the Rio Olympics were mainly made by VISA and Coca Cola.

After all, Olympics in Rio are no longer relevant topic of discussion among the public, but the sponsors’ advertisement will be recalled every time when somebody speaks about one of these brands.