WHO WERE THE BIGGEST WINTER OLYMPICS ADVERTISERS?

With the end of the Super Bowl, came another major event where some of the biggest global brands spent millions on advertising: The Winter Olympics. Unlike a one-time football game event, these were long, drawn-out campaign sponsorships across not only NBC (which aired the games) but also MSNBC and CNBC. The good news is that most brands moved the needle in a positive direction, while only a few suffered a backslide, according to market research firm YouGov's BrandIndex report.

The Brandweek Buzz Report by YouGov is a weekly consumer perception report that analyzes the most talked about brands based on buzz: The scores are based on weighing positive and negative perceptions of a brand. A +100 score is positive, a -100 score is negative, and a rating of zero means that the score is neutral.

YouGov interviews 5,000 people each weekday from a representative U.S. population sample. Respondents are drawn from an online panel of 1.5 million individuals.