Polo Ralph Lauren makes Ad Awareness gains during Paris Olympics 2024

Official kit supplier of the US Olympics team – Polo Ralph Lauren – has reaped the rewards of its association with the Paris Olympics 2024 table toppers, YouGov BrandIndex data shows.

The brand’s Ad Awareness score, which reflects the percentage of an audience who say they have watched an advert for a brand in the past two weeks, among US Olympics fans rose from a low of 5.5 before the start of the Olympics on July 22 to a high of 14.8 in the closing stages of the Games on August 7.

Given the massive fan following of the Olympics in the US, it is natural that the benefits of this uptick were registered among the overall American population too. During the same period, Ad Awareness scores among all Americans rose from 6.6 to 10.

The adverts may have also sparked conversations around the brand, with WOM Exposure – a metric which measures the share of an audience talking about a brand – rising from a low of 3.4 on July 23 to 10.2 on the last day of the quadrennial event, August 11. Scores among the overall US population also rose appreciably – from 5.9 to 8.5.

Methodology: YouGov BrandIndex collects data on thousands of brands every day. Polo Ralph Lauren’s Ad Awareness score is based on the question: Which of the following brands have you seen an advertisement for in the past two weeks? and delivered as a percentage. Scores are based on an average daily sample size of 307 US Olympics fans between July-August 2024. Figures are based on a 2-week moving average.