When is Olympic sponsorship money well spent? A Performance Research poll shows it may depend on how the funds are used.
Sixty-eight percent of Americans polled confirmed the Olympic sponsorship of Coke and McDonald's, followed closely by 66 percent for Visa, Performance Research said. Those three companies also were listed as having consumers' favorite Olympic TV commercials and doing the most to support the Games.
"They start their advertising early and they're continuous with it," Performance Research President Jed Pearsall said of the three companies' success. "They're always reminding people they're Olympic sponsors."
Other sponsors trailed far behind in consumer awareness -- AT&T (36 percent), Procter & Gamble (27 percent), Polo Ralph Lauren (26 percent), GE (25 percent), Samsung (24 percent) and Panasonic (20 percent), according to the study.