With the 30^th Olympiad drawing to a close on Sunday I thought we would have a look at the winners of London 2012 from an online perspective. It wouldn’t be the Olympics without some medals to hand out so here we have the Experian Marketing Services online Olympics.

And the winners are…

Most Searched for Athlete

Gold: Tom Daley   Silver: Jessica Ennis   Bronze: Usain Bolt

Most Engaged Facebook Fans

Gold: Jessica Ennis   Silver: Tom Daley   Bronze: Mo Farah

Most time spent on a sports site

Gold: BBC Sport (20 million hours)    Silver: London 2012 (8.7 million hours)    Bronze: Sky Sports (3 million hours)

Biggest Brand Uplift in visits for an Olympic Sponsor

Gold: Samsung (111% increase)   Silver: Adidas (44% increase)   Bronze: Cadbury (41% increase)

Most Engaged Olympic UK Fans

Gold: London   Silver: South East   Bronze: East

Tom Daley and Jessica Ennis were among the British heroes of this Olympics and what’s interesting is that although Daley only walked away with a Bronze medal in the diving whilst Ennis won Gold in Heptahlon, overall Daley was more searched for than Ennis. This comes back to a point I made in a guest blog post last week that it’s the human interest stories that drive searches for athletes, not just the sporting achievements. The death of Tom Daley’s father and the ensuing broil on Twitter made him more interesting to the British public than Jessica Ennis or indeed triple Gold winner Usain Bolt.

On Facebook we asked our colleagues at Techlightenment to analyse the top posts and comments made to the Team GB Facebook page. Here people were more engaged around Jessica Ennis’ victory than for any other athlete.

BBC Sport takes the Gold for most time spent on a sports site over the course of the Olympics. During the last two weeks British Internet users spent 20 million hours on BBC Sport, making it the fifth most visited website in the UK.

Aside from the athletes and sports on show, a lot of people have been asking about the impact of the Olympics on business. It is encouraging to see that the Olympics has had a positive effect on visits to retail websites with a 2% increase since the start of the Games. More specifically Olympics sponsors Samsung, Adidas and Cadbury all saw significant increases in website visits during the Games.

As our final medal we decided to have a look at the most engaged fans in the UK. This was decided by the likelihood an Internet user from a particular region was to visit an Olympics website. London took the Gold, with Londoners 92% more likely than the average Internet user to visit an Olympics website. This was followed by South East (40% more likely) and the East (26% more likely).

I hope you enjoyed London 2012 and some of the data insights we have provided throughout the Games which you can follow on our blog. If you want to find out more about Experian Hitwise data you can visit our website or alternatively follow us on Twitter.