Olympic brands should capitalise on web exposure

Brands that sponsor the London 2012 Olympic Games will take more advantage of the online exposure it affords them than that at the Beijing 2008 Games, according to Hitwise UK.

Robin Goad, director of research at Hitwise UK, predicted that the commercial companies involved in the London 2012 Games will become a lot more savvy in exploiting and taking advantage of online media.

Speaking at the Westminster eForum Keynote Seminar: Beyond Beijing, Mr Goad said he expects companies to capitalise on this brand exposure and get more people online to their websites.

He added that companies may also develop specific content around the areas on their websites that consumers are participating in.

According to statistics from the Nielsen Company, the Beijing Olympic Games attracted 4.7 billion viewers over the course of it 17-day run - a 21 per cent rise on the 3.9 billion who watched the Athens 2004 Games and a 31 per cent rise on the 3.6 billion who tuned in to the Sydney Games in 2000.