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Brand Tracking Data Reveals Sponsors Struggle To Ride Commonwealth Games Wave To Glory

The latest brand tracking data reveals sponsors "have struggled to bask themselves in the wave of positivity that engulfed the nation during the Commonwealth Games through their activation efforts," according to Joseph & Vizard of MARKETING WEEK. However, Glasgow 2014 backers Virgin Media and Ford argue that "the event is set to spur engagement and loyalty to their brands throughout Scotland and beyond." Despite the withdrawals of a succession of big names in the build-up and an opening ceremony that drew a mixed response from fans, events "were well attended and sponsors are said to be 'pleased' with the average viewing figures." And although the int'l audience remains small, the "digital ubiquity" now means Commonwealth Games’ activations "can strike a louder chord with people beyond the host city." But brands "were unable to fully exploit the buzz beyond Glasgow for their own ends." Virgin Media "earned the most positive chat" in the period, scoring 19%, yet it also sparked the most negative (13%). Ford posted 9% of positive mentions, "the second highest of the six Glasgow 2014 partners." However, researchers said that 90% "was neutral." The only sponsor with no negative chat was BP, but sentiment toward the brand was 93% neutral, revealing that "people are just speaking about them in passing rather than with any kind of emotion towards the brand" (MARKETING WEEK, 8/4).

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