Kia dominates online sponsor mentions during Australian Open
January 11: Kia VIK Ceremony before the 2024 Australian Open on Thursday, January 11, 2024. Photo by TENNIS AUSTRALIA/ FIONA HAMILTON
Kia has wrapped up the Australian Open 2024 with a 58 per cent share of voice, in terms of sponsor mentions on social media, according to the latest Meltwater data.
It seems a fitting result for the tournament’s headline sponsor, which has been mentioned 21,500 times on social media since 1 January, however, Kia fell significantly behind when it came to logo recognition online.
Luxury watch brand Rolex had a 43.3 per cent share of voice in logo recognition, followed by New Balance with 26 per cent, while Kia came in fifth position, at 8 per cent.
Rolex had an overall share of voice of 14 per cent, with Emirates the next highest on 13.8 per cent.
While Nike only had an overall share of voice of 7.3 per cent; it experienced a significant lift in posts via logo recognition due to its sponsorship of prominent players. This included women’s finalists Sabalenka and Zheng, who drove 91,600 posts during the tournament, and men’s finalist Sinner, who drove 1.02 million posts.
Rolex had a dominant share of voice in terms of logo recognition
Meltwater derived the data from billions of social media conversations across X, Facebook, Instagram, YouTube, TikTok, Pinterest, and Twitch, as well as Chins social channels WeChat, Douyin, and Red. The analysis was conducted using the media intelligence company’s AI-powered visual listening and company search capabilities,
Overall, the tournament this year saw a total of 2.53 million mentions – a significant lift compared to 1.99 million mentions in 2023.
Ross Candido, VP ANZ and SEA at Meltwater said: “The Australian Open stands as one of Australia’s premier events, captivating both local and global audiences.
“For this reason, sponsors must equip themselves with the tools to measure attribution, enabling them to not only justify their brand investments, but also gain valuable real-time insights to identify new opportunities to drive further impact.
“While traditional media attribution in Australia is still a mainstay and critically important, it is paramount for brands to extend their real-time insights beyond ‘words’ and deploy new AI-powered visual listening capabilities that allow them to search and analyse images and videos, identify specific logos, products, celebrities, memes, emotions, age groups, and more.
“Failing to integrate image recognition into their social media tracking, means missing out on potentially as much as 90% of their coverage in today’s creator-driven economy. After all, a picture is worth a thousand words.”
