Harris Brand Platform’s research report on the 2020 Tokyo Olympics, “Brands Going for Gold” reveals the relative impact of major brands’ sponsorships, partnerships and advertisements on consumer perception and behavior following the games.
To capture a comprehensive picture of the event’s impact, we polled on consumers’ watch plans ahead of the event vs. their actual watch behavior; measured the brand lift of major brand sponsors and partners; and assessed the impact of these brands’ creative campaigns on U.S. consumers.
The goal of this research is to better understand the relative value of Olympics-adjacent sponsorships and ad campaigns — and to deliver a resource for brands, marketers and advertisers considering participation in the future Olympic Games.
Harris Brand Platform measures key metrics that help understand overall brand impact, including overall equity, brand momentum, purchase consideration, perceived quality and familiarity with the brand. With our always-on, real-time platform, marketers are able to plan campaign strategy, and even measure the results among their key audiences.