|
The Olympic spirit has waned among the world's advertisers, though the
flame burns bright in Australia and Brazil even as it barely glows in
Korea and Switzerland, the findings of a newly released survey reveal.
"It's not as high an interest as it has been in the past," said Gary
Burandt, the executive director of Icom, the global network of privately
owned advertising and marketing firms that conducted the survey.
"I'm not sure if that's related to 9/11 or whether it's related to
Greece and the concerns that the venues may not be ready or whether it's a
continuing malaise in the marketing communications business around the
world," Burandt said.
The run-up to the Athens
games, which begin this month, has been marred by a series of terrorism
scares, construction problems and worries about the use of performance
enhancing drugs among the athletes. When Colorado-based Icom polled its
members around the world, it found that Australia, Brazil and Italy
returned a top rank of 5 on a 1-to-5 scale rating the importance of the
Olympics with respect to advertising and promotion in their markets.
On the other end of the scale, Korea and Switzerland ranked only a 1.
"Australia is the most sports-minded country in the world and they just
hosted the Olympics last time, so that didn't surprise me," Burandt said.
"But Korea surprised me as being low because so many of the sports
shoes are made there, they have a very strong, competitive culture and
they field teams that compete very strongly," he added.
In Australia, about 70 percent of the advertising and marketing
activity immediately before and during the event is expected to be
Olympics-related while in the United Kingdom only about 3 percent will be,
according to Icom.
In the UK and some other European countries, the Olympics will be
broadcast on public television, greatly reducing advertising prospects,
while in the United States, NBC will not only show events on its flagship
network, but also on the cable channels it owns.
In the United States, where most of the major Olympic sponsors are
based and where the most advertising dollars will be spent, the level of
interest varied widely by city. Portland, Oregon, close to where athletic
gear maker Nike Inc. is based, rated a 5, even though German rival Adidas
is sponsoring the Athens games.
But in Atlanta, which hosted the 1996 summer games and where perennial sponsor Coca-Cola Co. is
based, the rating was only a 1, according to Icom.
(Agencies)
|
一份最新发布的调查结果显示，世界各地广告商的奥林匹克热情已经逐渐衰退，尽管在澳大利亚和巴西，奥运圣火还在熊熊燃烧，但是在韩国和瑞士，它却只能亮起微弱的火星。
Icom公司的执行理事加里·布兰特说：“（人们）对奥运的兴趣已不像从前那么高了。”Icom是一家从事广告和市场营销的私人公司，它的商业网络遍布全球，Icom公司进行了这次调查。
布兰特说：“我不确定这是否和9/11事件有关，或者与希腊本身有关，人们担心比赛场馆可能无法准备完毕，抑或是整个全球行销传播行业的持续低迷。”
本月即将开始的雅典奥运会在准备阶段遇到了一系列麻烦，如恐怖主义威胁、奥运场馆建设问题、还有对运动员使用提高竞技水平的药物的担忧。总部位于美国科罗拉多州的Icom
公司在其世界各地的会员中进行了民意测验，结果发现在1到5 级的范围中，澳大利亚、巴西和意大利将奥运会对于市场广告和促销活动的重要性评为最高的第5级。
但韩国和瑞士却给出了另一个极端-——1级。
布兰特说：“澳大利亚是世界上体育意识最强的国家，而且他们刚刚主办了上届奥运会，因此这一结果并不让我感到惊讶。”
他补充说：“但是韩国打出的低分让我觉得很惊讶，因为许多运动鞋都是韩国制造的，他们有着非常强劲的、充满竞争意识的文化，而且他们的比赛团队也很有实力。”
根据Icom的调查，在澳大利亚，奥运会开赛前和比赛期间的广告和行销活动大约有70%预期和奥运有关。而在英国，这一比例大约只有3 % 。
在英国和其他一些欧洲国家，奥运会将由公共电视转播，这极大地降低了广告（赢利）前景；但在美国，NBC不仅会通过它的主打网络，而且还将通过有线频道来转播这次盛事。
美国是绝大多数奥运主要赞助商的所在地，也是广告活动费用最高的地方。人们对奥运会的兴趣在不同的城市差距很大。位于俄勒冈州的波特兰市邻近体育用品制造商耐克公司的基地，因此这里给出的评级结果是第5级，尽管雅典奥运会的赞助商是德国的竞争对手阿迪达斯。
但是根据Icom的调查，尽管亚特兰大主办了1996年夏季奥运会，还是永久赞助商可口可乐公司的所在地，而这里的评级结果仅为第1级。
（中国日报网站译）
|
Updated: 2004-08-09 09:08
