TV Screen Remains Most Seen, Nielsen's First '3 Screen' Data Shows Web, Mobile Gaining Too

MediaPost Publications, July 8, 2008 — A day after officially announcing plans to provide so-called "total audience measurement index" or TAMI ratings, for NBC Universal's coverage of the 2008 Summer Olympic Games, Nielsen Co. today released the first comparable audience estimates across three "screens:" TV, the Internet and mobile devices, and the findings indicate that the new video platforms do not appear to be cutting into television's action.

Sponsors' Olympic Balancing Act†

Tibet Unrest Could Devalue Investments, but Firms Fear Riling China's Government

Wall Street Journal, March 17, 2008 — The violent clashes in Tibet and western China are causing Olympic sponsors to evaluate how they can protect their investment in the coming Games here, without appearing to undermine China's government.

Lenovo Group Ltd., Coca-Cola Co., McDonald's Corp., Volkswagen AG and others have paid record sums — as much as $120 million, according to some estimates — to sponsor Beijing's Olympics. To them, the Games are a unique opportunity to tap China's vast and burgeoning markets, and build vital relationships with the country's decision makers.

But there is growing concern among corporate sponsors that the rising tide of protests over Tibet and China's support of the Sudanese government will detract from the Games' commercial success, say some executives,... continue reading

What's on McDonald's Olympic-Marketing Menu†

Q&A: Fast Feeder's 'Biggest Activation Ever' Includes Sending 200 Kids to Event

Advertising Age, March 3, 2008 — One message, 118 countries.

Since Mary Dillon took over as global chief marketing officer at McDonald's in October 2005, she's been working to strengthen and interpret the company's "I'm lovin' it" ad message — which she describes as having "the highest level of consumer awareness in words and five notes that you can almost get in a global campaign" — to consumers around the world.

As part of that effort, she's captaining the marketing team for the Summer Olympics in Beijing, which she says will be the company's "biggest activation ever." The plan involves global spots to showcase the chain's history of feeding athletes — with local twists — and competitions in 30 countries to select 200 children for trips to the games.