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For all the interest marketers have in the Olympics, evidence from YouTube suggests people are a lot more interested in the athletes themselves or even parodies of the games than they are in Olympic-themed ads.

Yet a new study from video-technology firm Zefr also indicates that views of brand ads at least on YouTube stem largely from posts by fans, not brands. It also shows that official sponsors don’t have much edge on other advertisers when it comes to interest in their Olympic-themed videos.

Only one of the top five brands in YouTube views of Olympic-related content is an official sponsor Visa according to Zefr. The others are apparel brands Puma, Adidas, Under Armour, and Nike.

Continue reading at AdAge.com