OLYMPIC MEDIA BUZZ LONDON 2012 PARTNERS

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 13 June to Wednesday 20 June.

British Airways has jumped in the rankings, following the launch of its Don’t Fly, Support Team GB campaign, backed with the track London Calling by The Clash. The campaign has received good attention across online media, but the reaction has been fairly mixed. Many fans of The Clash resent the use of the track, while many others support the theme of supporting Britain. The campaign has been driven on Twitter using the hashtag #homeadvantage. The hashtag’s pick up has been boosted by the company replying to almost everyone who uses it, giving a fairly heavy-handed feel to the whole campaign.