QMS research finds Winter Games network lifted brand consideration

QMS has released research showing its Milano Cortina Winter Olympic and Paralympic Games network delivered gains in brand consideration, affinity and preference for partner advertisers.

The research, conducted by Kantar, found the network increased consideration by 8.9 percentage points, affinity by 7.6 points and preference by 5.7 points. It also found 84% of Australians hold a positive view of brands associated with the Olympic and Paralympic Games.

Separate research from Neuro Insight found partner advertisements achieved 19% stronger long-term memory encoding than the company's global benchmarks.

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Research highlights brand equity gains

QMS chief sales officer Tim Murphy said the network delivered measurable outcomes for advertisers.

“The Milano Cortina Winter Games Network delivered a premium, high-impact environment that drove measurable results for partners. The strong uplift across both awareness and brand equity metrics reinforces the value of aligning with moments that matter and the role QMS plays in connecting brands to those moments at scale.”

QMS chief strategy officer Christian Zavecz said the findings demonstrated the impact of Olympic and Paralympic associations on brand outcomes.

“The research shows the strength of Games association in creating a positive halo for brands, and when that association is strong it drives deeper brand impact well beyond awareness. Combining this with contextual, moment-led creative and quality digital formats, it enhances engagement, memorability and overall brand perception.”

Positive perception of Games partners

Kantar Australia head of media Sharon Hilton said brands benefited from the positive sentiment Australians hold towards Games partners.

“The Olympic and Paralympic Games proved to be an effective environment for building positive brand associations augmented by the significant positive perceptions that Australians have of Games partners. This underpins partner brand benefits from both immediate impact and longer-term equity growth.”

Australian Olympic Committee chief executive officer Mark Arbib said the partnership helped bring athlete stories to audiences across the country.

"Milano Cortina 2026 was a milestone moment for Australia’s Winter Olympic Team. The stories of our incredible Australian winter athletes - of courage, grit, and triumph - truly captured the hearts and attention of Australians everywhere.

"QMS have been a longstanding partner who not only understood the power of those stories but possessed the scale and creativity to bring them to life across the country. Their digital network scale gave Australians the chance to experience the highlights of the Games as they happened, in the moments that mattered. It is a partnership we are deeply proud of, and it was incredible to see how our athletes’ journeys were seen, celebrated, and supported."

Murphy said the findings reinforced the effectiveness of digital out-of-home advertising at scale.

“From launch through to sell-out and delivery, the Milano Cortina Winter Games Network success highlights the strength of our premium digital offering as well as the shift in clients really starting to understand the power and impact that dynamic DOOH can deliver on such a large scale.”