Phelps Lives Up to Hype, Topping Overall Coverage of Olympic Athletes

By Dow Jones Insight Staff

It’s not often that an athlete lives up to the hype preceding his performance, and few Olympic athletes have been accompanied by as much hype as U.S. swimmer Michael Phelps. But not only did Phelps live up to the expectations of eight gold medals in the Beijing Games, he exceeded them. He won his eight medals, and did so in almost every way possible: individually; as part of relay teams; by unbelievably wide margins; and by, literally, the length of a fingernail. So it’s no surprise that Phelps was the most-mentioned athlete among those being tracked by Dow Jones Insight in both traditional (print and online) and social (blogs and boards) media sources.

Of the 55,051 total mentions in traditional media sources between August 11 and August 25, Phelps had 19,626, or 36% of the selected top athletes tracked. His percentage of social media mentions was even larger. Of the 46,285 total mentions of top athletes during the same time period, Phelps had 28,787, or 62%. In second behind Phelps in both traditional and social media sources was Jamaican sprinter Usain Bolt, who won three gold medals. Bolt had 13,349 mentions, or 24%, in traditional media and 5,441 mentions, for a more modest 12%, in social media.

French swimmer Alain Bernard was third in traditional media sources, with 3,552 mentions, or 7%. Bernard was a participant in one of the most exciting and memorable finishes in the swimming competition when he was overtaken by the U.S.’s Jason Lezak on the anchor leg of the men’s 4 x 100 freestyle relay. Bernard was followed by U.S. gymnast Nastia Liukin, who won the women’s all-around gold medal, with 3,202 mentions, for 6%. British cyclist Chris Hoy, who won three gold medals in track cycling, had 2,664 mentions, or 5%. Liukin’s teammate Shawn Johnson had 2,658 mentions, or 5%. British swimmer Rebecca Adlington, who won two gold medals, had 2,572 mentions, or 5%.

U.S. sprinter Tyson Gay, who was expected to challenge for the gold in the men’s 100 meters, had 2,508 mentions, or 5%. Gay was still bothered by an injury he suffered in the U.S. Olympic Trials, and failed to make the final of the race. Chinese hurdler Liu Xiang, who also had a disappointing Olympics when he was forced to withdraw from his event due to injury, had 2,498 mentions, or 5%.

U.S. beach volleyball player Misty May-Treanor, who along with her partner Kerri Walsh, won a second consecutive gold medal, rounded out the top 10 athletes with 2,422 mentions, or 4%.

In social media sources, Johnson was third behind Phelps and Bolt, with 3,108 mentions, or 7%. Liukin followed with 2,464 mentions, or 5%. May-Treanor and U.S. swimmer Dara Torres, who won two silver medals at the age of 41, each had 3% of the total mentions. Basketball player Yao Ming, who is a superstar in his native China as well as in the U.S., had 957 mentions, or 2%. Liu Xiang, Bernard and Gay rounded out the top 10 with 2% of mentions each.

Methodology: Analysis includes the English-language sources taken from a database of 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.

Coca-Cola, Visa Earn Coverage of Their Television Commercials

By Dow Jones Insight Staff

The Beijing Olympic Games have drawn to a close, and coverage of the Games’ 12 global sponsors is closing just as it began, with McDonald’s, Coca-Cola and Visa leading the way. Between August 11 and August 25, McDonald’s had 673 of the top 10 companies’ 3,566 mentions, or 19%, in traditional media sources analyzed by Dow Jones Insight. Visa and Coca-Cola were close behind, with 18% of mentions each. Coverage of McDonald’s was centered on the company’s physical presence in Beijing, while Visa and Coca-Cola garnered coverage due to their ads. Mentions of Visa focused on the company’s “Go World” ad campaign and its sponsorship of Michael Phelps.

General Electric followed with 455 mentions, for 13%. Much of the coverage of GE focused on the ratings for NBC’s coverage of the Games. Coverage of Omega nearly doubled compared to the previous two-week period analyzed by Dow Jones Insight, from 5% to 9% for the period of August 11-25. Omega got a boost in coverage due to its position as the “official timekeeper” of the games. The company was surprisingly thrust into the spotlight after Phelps’ last-second, by-a-fraction-of-a-fingertip victory over Serbian Milorad Cavic in the 100-meter butterfly. To spectators, the finish seemed to be a dead heat, but Omega’s timing system had Phelps in first with a time of 50.58 seconds and Cavic in second with a time of 50.59 seconds. The finish was backed up by digital photos captured by Omega’s overhead cameras.

Samsung and Lenovo, the latter being the only Chinese company among the global sponsors, had 7% of mentions each. Johnson & Johnson had 181 mentions, or 5%. Kodak and Panasonic each had 2% of mentions. French IT company, Atos Origin, and Canadian financial services company, Manulife, failed to make the top 10.

In social media sources analyzed by Dow Jones, Coca-Cola took the top spot, with 735 of 2,974 total mentions, for 25%. McDonald’s was close behind with 656 mentions, for 22%. Visa followed in third, with 491 mentions, for 17%. Coverage of the top three companies on blogs and message boards seemed to focus on their television ads, with Coca-Cola getting positive reviews for its commercial featuring a montage of gold medal ceremonies for Olympians and Special Olympians. While much of the negative attention garnered by Coca-Cola and McDonald’s has diminished as the Games have wound down, there were still some mentions critical of the companies for their connections to China and its questionable human rights and environmental policies.

GE was fourth with 265 mentions, for 9%. Lenovo had 8% of mentions and Samsung and Omega had 7% each. Johnson & Johnson, Kodak and Panasonic each had 2% of mentions. Atos Origin and Manulife again failed to crack the top 10.

Methodology: Analysis includes the English-language sources taken from a database of 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.

British Athletes Conclude Their Most Successful Olympic Games

By Dow Jones Insight Staff

The Beijing Olympic Games offered athletes from the United Kingdom the opportunity to compete on the sports world’s biggest stage and also the chance to build excitement at home for the upcoming London Games in 2012. The athletes responded to both challenges. The 2008 Games were the most successful for the British team, who brought home 19 gold, 13 silver and 15 bronze medals for a total of 47 medals.

Among the top U.K. athletes being tracked by Dow Jones Insight, track cyclist Chris Hoy garnered the most coverage in traditional and social media sources within the U.K. during the period of August 11 to August 25. Hoy, who won three gold medals, received 1,525 of the 5,542 total mentions in U.K. sources, for 28%. Swimmer Rebecca Adlington, who won gold medals in the women’s 400- and 800-meter freestyle races, had 1,272 mentions, for 23%. Christine Ohuruogu won a gold medal in the women’s 400 meters, and had 605 mentions, for 11%. Sailor Ben Ainslie, who won a gold medal in the Finn Class, also had 11% of mentions.

Cyclist Victoria Pendleton, who won a gold medal in the women’s sprint race, had 506 mentions, for 9%, and marathoner Paula Radcliffe had 441 mentions, for 8%. Mixed-doubles badminton partners Gail Emms and Nathan Robertson had 4% and 3% of mentions, respectively. Runner Craig Pickering had 3% of mentions, and middle-distance runner Jo Pavey rounded out the top 10 with 69 mentions, for 1%.

In English sources based outside of the U.K., swimmer Adlington topped Hoy, leading the coverage across all media with 1,716 of 5,963 total mentions, for 29%. Hoy, whose sport doesn’t have the popular global appeal that swimming does, fell to second among Britons with 1,563 mentions, for 26%. Runner Ohuruogu again came in third in the media race outside her home country with 756 mentions, for 13%. Pendleton and Radcliffe followed with 11% and 10% of mentions, respectively. Ainslie had 457 mentions, for 8%. Emms, Pickering and Robertson each had 1% of mentions. Triathlete Helen Tucker was the tenth of the top 10 athletes, with 22 mentions.

Methodology: Analysis includes the English-language sources taken from a database of 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.

Phelps Dominates Coverage in Traditional and Social Media Sources

By Dow Jones Insight Staff

Following the spectacular Opening Ceremonies, the Beijing Olympic Games are officially under way and it’s time for the athletes to take center stage. And leading the way, as he has in much of the pre-Olympic coverage, is U.S. swimmer Michael Phelps. With two gold medals – and one world record – down, and six more to go, Phelps was the most-mentioned athlete among those being tracked by Dow Jones Insight in both traditional (print and online) and social (blogs and boards) media sources. Of 11,131 total mentions in traditional media sources between July 28 and August 10, Phelps had 2,904, or 26% of those athletes tracked. His percentage of social media mentions was even larger. Of the 2,149 total mentions of athletes during the same time period, Phelps had 796, or 37%. In second, behind Phelps in both traditional and social media sources, was Chinese superstar Yao Ming. Yao had 1,764 mentions, or 16%, in traditional media and 372 mentions, or 17%, in social media.

Australian swimmer Grant Hackett was third in traditional media mentions, with 1,182, or 11% of those tracked. U.S. gymnast Paul Hamm and U.S. swimmer Dara Torres followed Hackett, each with 8% of mentions in traditional media. American Tyson Gay and Jamaican Asafa Powell, who are expected to battle each other and world-record holder Usain Bolt for the gold in the men’s 100 meters, followed with 806 and 741 mentions, respectively. Rounding out the top 10 athletes were Chinese hurdler Liu Xiang, with 677 mentions, or 6%, Australian swimmer Libby Lenton, with 631 mentions, or 6%, and British marathoner Paula Radcliffe, with 581 mentions, or 5%.

In social media sources, Hamm was third behind Phelps and Yao, with 239 mentions, or 11%. Torres was fourth, with 215 mentions for 10%. Gay, Liu Xiang and U.S. women’s gymnast Shawn Johnson each had 5% of the total mentions. Rounding out the top 10 were Radcliffe, Powell and U.S. women’s gymnast Nastia Liukin, each with 3% of the total mentions.

Methodology: Analysis includes the English-language sources taken from a database of 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.

McDonald’s and Coca-Cola Continue to Lead Coverage of Games’ Global Sponsors

By Dow Jones Insight Staff

Now that the Beijing Olympics have begun, the 12 global sponsors of the Games hope to see the returns on their significant advertising investments. McDonald’s has moved into the lead among the global sponsors in coverage in traditional media sources. Between July 28 and August 10, McDonald’s had 426 mentions, or 20% of the top 10 companies’ 2,121 mentions, in traditional media sources analyzed by Dow Jones Insight. Coca-Cola was close behind, with 352 mentions, or 17%. A number of mentions for both McDonald’s and Coca-Cola focused not on the companies’ Olympic ads, but rather on the ubiquity of the products themselves in Beijing.

Lenovo, the only Chinese company among the global sponsors, was third with 302 mentions, for 14%. Visa was fourth, with 277 mentions, for 13%. General Electric and Samsung each garnered 10% of the total mentions, and Omega, the official timekeeper of the Games, had 115 mentions, for 5%. Johnson & Johnson and Panasonic each had 4%. French IT company Atos Origin rounded out the top 10 with 50 mentions, or 2%. The remaining two sponsors, Manulife and Kodak, failed to make the top 10.

In social media sources analyzed by Dow Jones, Coca-Cola had 316 of 1,165 total mentions, for 27%, and a sizeable lead over second-place McDonald’s, which had 222 mentions, or 19%. Coverage of these two companies on blogs and message boards included numerous generally enthusiastic mentions of their Olympic tie-in products, including commemorative soda cans and special menu items. However, Coca-Cola and McDonald’s also attracted negative attention in the social media, with a number of mentions critical of the companies for their connections to China and its questionable human rights and environmental policies.

Visa followed in third, with 163 mentions, or 14%. Visa’s coverage was split between comments about its TV commercials and about Team Visa, a sponsorship program for promising European athletes. General Electric had 127 mentions, or 11%, many of which referred to NBC’s coverage of the Games. Lenovo had 107 mentions for 9%, and Samsung had 99 mentions for 8%. Panasonic and Omega each had 3% of the total mentions, and Kodak and Johnson & Johnson each had 2%. Manulife and Atos Origin didn’t make the top 10.

Methodology: Analysis includes the English-language sources taken from a database of 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.

No Difference Seen Between U.S. and non-U.S. Coverage of Political Issues

By Dow Jones Insight Staff

The choice of Beijing as the host city of the 2008 Olympic Games raised some eyebrows when it was announced seven years ago. At the time there was some doubt that a city in insular China would be able to pull off a global event of this nature. But in recent months, talk in Western media turned not to whether the Games would succeed, but whether the city deserved the honor of hosting in light of such issues as China’s human rights record, its relationship with Tibet and its environmental problems. In recent weeks topics receiving coverage included Beijing’s polluted water and air, protests along the Torch Relay, questions about travel visas, and athletes’ political stances being quieted.

Analysis by Dow Jones Insight shows that in the period between July 28 and August 10 the breakdown of the discussion of these topics was nearly identical in the U.S. and in English-language media around the world. Among the seven politically charged issues being tracked by Dow Jones Insight, human rights issues led coverage in U.S. sources, with 3,144 mentions, or 36%, of 8,650 total mentions. The environment was a distant second, with 1,611 mentions, or 19%. The numbers were very similar in non-U.S. sources during the same period. Of the 15,155 total mentions, human rights issues garnered 5,812, or 38%, and environmental issues accounted for 2,510 mentions, or 17%.

Tibet was third in U.S. sources, with 1,091 mentions, for 13%, followed by media freedom, with 1,040 mentions for 12%. In non-U.S. sources, media freedom was the third-most-covered topic, with 2,288 mentions, for 15%, and Tibet was fourth, with 2,243 mentions, for 15%. The topic of athletes’ health was fifth in both U.S. and non-U.S sources, with 10% and 8% of mentions, respectively. Doping garnered 9% of mentions in U.S. sources and 6% of mentions in non-U.S. sources. Athlete freedom of speech had 190 mentions, or 2%, in U.S. sources and 230 mentions, or 2%, in non-U.S. sources.

Methodology: Analysis includes the English-language sources taken from a database of 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.