PRN: Tamar Report Shows Tom Daley and Jess Ennis are TeamGB's 'Hottest' Athletes

27/giu/2012 19.57.16 PR Newswire Turismo Contatta l'autore

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Tamar Report Shows Tom Daley and Jess Ennis are TeamGB's 'Hottest' Athletes

 
[27-June-2012]
 

LONDON, June 27, 2012 /PRNewswire/ --

Tamar, the UK's award-winning social and search agency, today announced the release of the latest edition of their "Tamar Sports Index". Volume 4 takes a look at the popularity of Google searches for currently selected Team GB athletes.

With just one month to go until the opening ceremony of the 2012 London Olympics,  the report looks at each Team GB athlete name, by search volumes in the UK and ranks the athletes in order of 'popularity' based on a number of factors, including overall popularity, sentiment and passion.

In terms of overall volumes, globally-recognised athletes like Andy Murray and David Beckham (not yet part of Team GB but heavily tipped to be selected) rank at the top of the table. However, diver Tom Daley and pentathlete Jess Ennis ranked 3rd and 4th in the overall popularity table.

     Name                    Sport Local Monthly Searches     Andy Murray                  Tennis                 75,600     David Beckham              Football                 74,000     Jessica Ennis             Athletics                 43,400     Tom Daley                    Diving                 40,500     Mark Cavendish       Cycling - Road                 27,100 


Source: Google Keyword tool, results correct as of June 26th 2012

A look a 'suggested searches' for the most popular athletes' names gives a clue why - 'Tom Daley bulge' is the most popular suggested search with 'Jess Ennis bum' or 'Jess Ennis hot' a close second.

     Top List     Tom Daley                   "Tom Daley bulge" - 5,400     Jessica Ennis             "Jessica Ennis Bum" - 5,400     David Beckham         "David Beckham Tattoos" - 4,400     Jessica Ennis             "Jessica Ennis Hot" - 2,400     Victoria Pendleton     Victoria Pendleton FHM - 1,300 


Source: Google Keyword tool, results correct as of June 26th 2012

When it comes to sentiment, Tamar utilised online social sentiment tools to rank the athletes by the ratio of positive to negative comments. The Top 5 in this metric looked very different, with equestrian event rider William Fox-Pitt scoring highest for 'positive sentiment', with Mo Farah, Geraint Thomas and Victoria Pendleton all scoring highly.

     Name                  Sentiment     William Fox-Pitt        32 to 1     Mo Farah                24 to 1     Geraint Thomas          23 to 1     Victoria Pendleton      22 to 1     Mark Cavendish          20 to 1 


 

Source: socialmention.com, June 21st 2012

The third major factor Tamar looked at was 'Passion' - defined as the "likelihood that a person mentioning the keyword will do so repeatedly". Once again, the top 5 looked very different, with very few of the globally-popular athletes scoring highly. The top positions for 'passion' went to Mo Farah and Tom Daley, with experienced long-distance favourite Paula Radcliffe also scoring highly.

     Name                 Passion     Mo Farah                 63%     Tom Daley                60%     Paula Radcliffe          56%     Alistair Brownlee        51%     Peter Wilson             45% 


Source: socialmention.com, June 21st 2012

From the results Tamar discovered, it is clear that the more "globally recognized" sports men and women - Andy Murray, David Beckham etc -- aren't the ones who inspire the most passion and debate in British sports fans.

The range and breadth of Olympic disciplines represented by the top-ranking athletes also showed a clear lack of favorites with the searching British public. Whilst the common consensus is that Britain is a land of football fans, when it comes to the Olympics, British consumers' tastes are both broad and varied.

About Tamar

Tamar, the UK's award-winning social and search agency, combines extensive expertise in natural search engine optimisation combined with social media to generate more online sales for businesses. This results-focused delivery of campaigns is achieved through expertise in social media, search and mobile. Tamar specialises in working with major retail, non-profit and financial services brands. Its extensive, high-profile client base includes Peugeot, Halfords, The Arcadia Group, The Prince's Trust, Sk:n , Boohoo.com, and Citi Group.

Contact: Helen Booth, T: +44(0)208-827-0751 - helen.booth@tamar.com

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