Sponsors at the Rio 2016 Olympics: Top 100 Influencers and Brands

The Olympics is a momentous event, historically uniting the world and evoking competitive streaks amongst even the most timid since 776 BC in Athens. Given that it only happens every 4 years, the excitement pre, during and post is overwhelming across social media. You don’t even have to be sporty, or understand the rules of the events to watch and pay an interest; a mere sudden wave of patriotism will usually suffice. Whether you’re an avid fan of watching track and field events, anything on a bike, or involving a pool; there’s something for everyone. The Rio 2016 Olympics saw some historic moments such as Team GB coming 2nd, in front of China with 67 medals in total; Laura Trott becoming the most successful British Female Olympian in history; Usain Bolt achieving his ‘trippe-tripple’, and Mo Farah with his ‘double-double’. The Olympics isn’t just a time for the ordinary 9-5 worker to enjoy; brands jump at the opportunity to be associated with such an event. With this said, we thought it would be really interesting to do some research and analysis into who the top 100 brands and influencers were, in the discussion of the Olympics in relation to the sponsors:

TOPIC ANALYSIS

We were interested in seeing which sponsors were spoken of the most, in the context of the Rio 2016 Olympics, so we analysed the top 100 influencers’ tweets and blogs from 7th August – 29th August 2016 and the number of times in which each brand was mentioned, in association with the Olympics. To demonstrate this we have created a share of voice pie chart, with the top 10 brands.

At #1 is the IT services corporation Atos with an impressive 28% share of voice, behind them at #2 with a considerable gap is the car manufacturer Nissan with 20%, followed by the tech giant Samsung at #3 with a 13% share of voice. The telecom company Claro was at #4 with 11% and the mass media group Globo in #5 with 9%. Visa was at #6 with a 6% share of voice, Coca-Cola were #7 with 4% and GE, Skol and Panasonic finish at joint #8 with 3%each.

TOP YOUTUBE ADVERTS AT RIO2016

With the Olympics now being behind us, we’ve got some YouTube ads below, to light that nostalgic Olympic flame inside you. YouTube offered many companies the option to get their videos out in advance with the aim of ensuring more views during the barrage of the Olympics itself. The top trending ads on YouTube based on views (as of 6th Sept) were:

1.	Samsung	29,903,849 views
2.	P&G	22,039,156 views
3.	Skol	3,300,875 views
4.	Visa	2,619,818 views
5.	Nissan	2,024,266 views
6.	Claro	364,910 views
7.	Coca Cola	192,229 views
8.	Bridgestone	15,163 views
9.	Atos	7,268 views
10.	Panasonic	4,957 views

MAPPING THE COMMUNITY

We were very interested in seeing which brand and individuals were leading the discussion around the official Olympic hashtag #Rio2016, whilst mentioning the sponsors, so we analysed tweets over the time frame of the Olympic tournament, mentioning the key words: (Rio2016 OR Olympics) AND (Coca-Cola OR Atos OR Bridgestone OR Dow OR GE OR Macdonalds OR Omega OR Panasonic OR P&G OR Samsung OR VISA OR Bradesco OR Correios OR CLARO OR Embratel OR Nissan OR Aliansce OR ApexBrasil OR Cisco OR Estácio OR EY OR Globo OR Sadia OR Qualy OR Skol OR Latam OR 361). We then identified the top 100 most influential brands and individuals leading the discussion on Twitter. What we discovered was a very engaged community, with much discussion between individuals and brands- as you’d expect with such a momentous event. Below you can see a network map of the online conversation with the the #1 influencer Usain Bolt at the centre. This map was created with our Influencer Relationship Management software (IRM). Be sure to click on the map to enjoy the full size network diagram in greater detail.

Below you can see another network map created with our Influencer Relationship Management software (IRM) showing the number #19 brand Atos at the centre and all the conversations to and from the influencers in their field. If you are interested in learning more about identifying, managing and engaging with influencers click here to get in touch!

TOP 100 INDIVIDUALS

We looked at all the individuals engaging on Twitter to bring you a list of the top influencers around the Rio 2016 Olympics. Below is the top 50, if you want to see who ranks from 50-100 be sure to download the full report by clicking the download button below.

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Rank	Twitter Handle	Name	Influencer Score
1	@usainbolt	Usain St. Leo Bolt	100
2	@AshtonJEaton	Ashton Eaton	25.5
3	@btheiseneaton	BrianneTheisen-Eaton	24.91
4	@somerhIdr	Thiely	17.24
5	@norivalncfrj	Norival Corrêa da Fo	15.39
6	@missyfranklin	Missy Franklin	13.33
7	@NesterTweets	Ricardo Nester	8.91
8	@JohnLegere	John Legere	8.65
9	@AngelAlessandra	Alessandra Ambrosio	8.62
10	@TeamRealitysBR	Giovanne	8.47
11	@lapena	helio de la peña	8.45
12	@whindersson	Whindersson	8.42
13	@MiriamLeitaoCom	Míriam Leitao.com	7.92
14	@TheRealBuzz	Buzz Aldrin	7.64
15	@dinhoaugustto	Dinho	7.11
16	@akwyz	Antonio Santos	6.89
17	@grokiw	O Amor é Lindo!	6.65
18	@naosalvo	Nao Salvo	6.54
19	@BrazAlmeida	Sinval	6.25
20	@marianapajon	Mariana Pajon	5.92
21	@GLaraLopez	Gerardo Lara	5.9
22	@fabriciomoraes9	fabricio moraes	5.6
23	@Palomo_ESPN	Fernando Palomo	5.52
24	@marshawright	Real Marsha Wright	5.39
25	@esantilli	Elisa Santilli	5.27
26	@raphaelscostarj	Raphael Costa	5.05
27	@VHMok	Víctor Hugo Morales	5.02
28	@EdicarloDos	Edicarlo	4.38
29	@Chris_BlancoS	Christian Blanco	4.23
30	@Araujovivianne	Viviane Araujo	4.11
31	@monterocnn	Carlos Montero	4.07
32	@oliveiraMarcio	Marcio Oliveira	4.06
33	@10gonzaga	Gonzaga	3.96
34	@Aguinaldinho	Gui	3.92
35	@ruhanirabin	Ruhani Rabin	3.88
36	@evankirstel	Evan Kirstel	3.88
37	@lorenridinger	Loren Ridinger	3.75
38	@innoFPinheiro	Francisco Pinheiro	3.7
39	@bebeto7	Bebeto	3.6
40	@Rossinnhaa	Rosinha	3.53
41	@wyshynski	Greg Wyshynski	3.39
42	@grattonboy	Dean Anthony Gratton	3.32
43	@debraruh	Debra Ruh	3.32
44	@Leo_Balmant	Leonardo Balmant	3.31
45	@pqpvoces	Lucas	3.29
46	@kingofpayments	Christopher Danvers	3.27
47	@London_Lady	Lisa Pattenden	3.22
48	@jhpelaez	Jorge Hernán Peláez	3.19
49	@u_morgen	Ursula Morgenstern	3.14
50	@GKellyGBernardo	Kelly GB	3.08

TOP 100 BRANDS

We also looked at all the brands engaging on Twitter to bring you a list of the top brands talking around the Rio 2016 Olympics. Below is the top 50, if you want to see who ranks from 50-100 be sure to download the report to get the full top 100 list, and see who are most the influential brands in data security.

DOWNLOAD THE FULL REPORT

Rank	Twitter Handle	Name	Influencer Score
1	@mashable	Mashable	100
2	@TechCrunch	TechCrunch	86.54
3	@Visa	Visa	77.6
4	@RedeGlobo	Globo	41.55
5	@business	Bloomberg	40.56
6	@g1	G1	40.24
7	@ClaroBrasil	Claro Brasil	38.42
8	@Rio2016	Rio 2016	31.76
9	@verge	The Verge	29.56
10	@adage	Ad Age	25.49
11	@XHNews	China Xinhua News	25.06
12	@MeridianoTV	Meridiano	23.12
13	@mundodeportivo	Mundo Deportivo	20.11
14	@mediotiempo	MedioTiempo	18.51
15	@UOLNoticias	UOL Notícias	17.84
16	@DiarioOle	Diario Olé	17.18
17	@Adweek	Adweek	16.98
18	@LATAM_BRA	LATAM Brasil	15.2
19	@Atos	Atos	14.93
20	@lafm	LA F.m.	14.77
21	@radiojovempan	Jovem Pan	13.71
22	@mkdirecto	MarketingDirecto.com	13.14
23	@panasonic	Panasonic Corp.	12.28
24	@ZDNet	ZDNet	12.11
25	@jornalextra	Jornal Extra	11.64
26	@citizentvkenya	Citizen TV Kenya	11.16
27	@MarketingUK	Campaign: Brands	11.12
28	@ClaroSports	Claro Sports	10.8
29	@mashbusiness	Mashable Business	10.13
30	@UOLEsporte	UOL Esporte	10.04
31	@EYnews	EY	9.91
32	@GEHealthcare	GE Healthcare	9.68
33	@PanasonicUSA	Panasonic USA	9.29
34	@TheDrum	The Drum	9.16
35	@ClaroPeru	Claro Perú	8.71
36	@MarketingWeekEd	Marketing Week Mag	8.61
37	@witnessorg	WITNESS	8.07
38	@strategies	Strategies	8
39	@GEAviation	GE Aviation	7.85
40	@portalbrasil	Portal Brasil	7.78
41	@StartUpRealTime	StartUpNews	7.63
42	@Campaignmag	Campaign	7.19
43	@Ohio_Digital	Ohio Digital	6.95
44	@Brasil2016	Brasil 2016	6.86
45	@creativitymag	Creativity Editors	6.83
46	@omegawatches	OMEGA Watches	6.7
47	@modareforma	Reforma Moda!	5.94
48	@portalMSN	MSN Brasil	5.73
49	@DownGoesBrown	Down Goes Brown	5.71
50	@UnoNoticias	Uno TV	5.46

At Onalytica we love building these lists and want to give back to our loyal readers as much as we can. If you’re interested in other topics (such as Virtual Reality, Digital Health, Digital Marketing) be sure to have a gander on our blog or why not propose some topics to us on twitter? We also build some very cool software to manage all of these influencers. Get a free demo today by clicking the button below!

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Disclaimer: As ever with these lists, it must be stressed that the ranking is by no means a definitive measurement of influence, as there is no such thing. The brands and individuals listed are undoubtedly influential when it comes to driving discussion around the Rio2016 Sponsors.

The PageRank based methodology we use to extract influencers on a particular topic takes into account the number and quality of contextual references that a user receives. These calculations also take into account a user’s relevance (number of tweets on topic) and reach (number of followers). If you want to learn more, please read our article that outlines influencer identification.