Does Olympic Coverage Improve Consumer's Perceptions? Case Study from University of Western Sydney Questions

1. What were the consumers pre olympic perceptions of radio station 2UE? 2. Who was 2UE's audience? 3. How was the information for segmenting and profiling 2UE's audience sourced? 3. What were 2UE's aims as an Olympic sponsor? 4.What were 2UE's aims as an Olympic sponsor? 5. Do you think 2UE's sponsorship has altered consumer perceptions of the station? 6. Were 2UE's advertising and promotional efforts effective? The 2UE radio station has an exceptionally large consumer base with over one third (35.2%) …

…aware of the 'cash for comments' scandal but did not listen regularly. The radio station's downfall was their poor advertising and promotional effort. If this was improved the outcome may have been entirely different, solidly increasing 2UE's listener-ship. In the end they did not leverage their investment to its full capability to sustain ratings post Olympics. In this case study Olympic sponsorship did not improve consumer perceptions, as the responses appeared pessimistic as a whole.