QMS’s Milano Cortina Winter Olympic and Paralympic Games outdoor network delivered significant brand equity gains for partners, according to Kantar data.
The research shows lifts in consideration (+8.9 percentage points), affinity (+7.6 percentage points) and preference (+5.7 percentage points).
Neuro Insight research found partner brand ads achieved 19% stronger long-term memory encoding compared to global benchmarks. Some 84% of Australians held a positive view of brands associated with the Games.
Tim Murphy, QMS chief sales officer, said the results reinforced the value of aligning with moments that matter.
"The strong uplift across both awareness and brand equity metrics reinforces the value of aligning with moments that matter and the role QMS plays in connecting brands to those moments at scale," he said.
Christian Zavecz, QMS chief strategy officer, said the Games association created a positive halo for brands that drove deeper impact well beyond awareness.
Sharon Hilton, Kantar Australia head of media, said the Olympic and Paralympic Games had proved an effective environment for building positive brand associations.
"This underpins partner brand benefits from both immediate impact and longer-term equity growth," she said.
Mark Arbib, Australian Olympic Committee CEO, said the collaboration had set a new benchmark for winter sports property engagement.
"QMS have been a longstanding partner who not only understood the power of those stories but possessed the scale and creativity to bring them to life across the country. Their digital network scale gave Australians the chance to experience the highlights of the Games as they happened, in the moments that mattered," he said.
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