IN ASSOCIATION with Repskan.com, City A.M. is measuring the relative Olympic media buzz around the London 2012 Olympic and Paralympic Games partners, week by week. The leaderboard, right, reflects their ranking over the past week, in this case from Wednesday 11 April to Wednesday 18 April.

P&G has not featured in the top ten ranking very often, but this week it shot up to fifth place following its release of a hugely successful video campaign. The advert, which salutes mums for their role in supporting their children in pursuing sport, has received an extremely positive reaction across all social media, and Twitter in particular.

Also in the news was the crossing of the 100 days mark until the start of the Olympic Games. Online Olympics mentions jumped from around 12,000 per day to well over 40,000 mentioning the subject in online media on Wednesday alone.