Tuesday, July 1, 2008

McDonald’s Sees Boost in Coverage Thanks to Gay’s Record-Breaking Sprint

By Dow Jones Insight Staff

With five weeks to go before the Opening Ceremonies of the Beijing Olympics, McDonald’s, one of the Games’ global sponsors, has seen its share of media coverage increase. Three weeks ago, McDonald’s was trailing Visa and Coca-Cola in the media coverage game, with just 14% of the 399 mentions of the companies being tracked in traditional and social media sources analyzed by Dow Jones Insight. For the period of June 23-30, McDonald’s increased its share to 20% of 418 total mentions in all media sources.

Part of this increase in coverage was the result of sprinter Tyson Gay’s performance at the Olympic track and field trials. Gay ran the 100 meters in a world-record time of 9.68 seconds, but the time did not qualify as a new world record because the tailwind was over the allowable speed. Gay now heads to Beijing as one of the favorites in what is considered the glamour event of the track and field competition. McDonald’s is one of Gay’s primary sponsors and would benefit considerably from his appearance on the medals podium.

Close behind McDonald’s on a percentage-share basis were Coca-Cola, with 19% of all mentions, Visa, with 17%, Samsung with 15% and General Electric with 11%. Omega, the official timekeeper for the Beijing Games, had 5% of all mentions. Lenovo, Panasonic, Johnson & Johnson, Atos Origin, Kodak and Manulife each secured less than 5% of media mentions

Methodology: Analysis includes 6,000 newspapers, wires, magazines, radio and TV transcripts; about 13,000 current-awareness news sites; 60,000 message boards and about two million blogs.

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