Olympic Sponsors Gained with Branded Entertainment

Emotional Executions Were Most Effective

For researchers, the 2012 Olympics are the gift that keeps on giving.

In a new report, iTVX, which measures branded entertainment, and Rentrak, which compiles second-by-second audience data, have teamed up to calculate the performance and value of the marketing messages during NBC and Telemundo's telecasts of the games last September.

As branded entertainment becomes a bigger part of deals between advertisers and networks, measuring its reach and effectiveness has become more important. Working together, Rentrak and iTVX were able to generate new forms of data and unique insights.

"We were able to see clearly how the strength of the branded executions interacted with the flow of the audience during content segments and compare it to the exact average audience during commercials. A number of sponsors excelled in their use of branded entertainment, and we were pleased to quantify and report that," said Raymond Pettit, chief research officer of iTVX.

The new study focused on executions for AT&T, BP, Citibank, Coca-Cola, GM, McDonald's, Procter & Gamble and Visa on NBCU's channels and those of AT&T, Coke, GM and P&G on Spanish-language station Telemundo.

Read more at B&C here.