Vancouver Olympics 2006 Main Preso - all countries
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Main presentation on brand research for Vancouver Olympics.
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Vancouver Olympics 2006 Main Preso - all countries
- 1. 2006 Olympic Global Brand Research All Countries Summary Bringing science to the art of sponsorship
- 2. Table of Contents Methodology & Sample Review of Objectives Consumers Awareness & Appeal of Events Favourite Olympic Winter Sports Olympic Brand Attitudes Towards Values Consumption Awareness and Impact of Sponsorship
- 3. Methodology & Sample Bringing science to the art of sponsorship
- 4. 12 Markets in 2006 Study Brazil Canada Germany France n pa Ja Americas Europe Asia S. Africa UK USA Me Ita Ru l x ic China ss y ia o 12 Markets representing over one third of the world’s population
- 5. China – sample point differences 2004 Interviewing undertaken in 3 cities 2006 Broadened sample points to include tier 2 Shenyang cities as well as Tier 1 cities In each study, the total Chinese sample Beijing was split evenly amongst the cities Nanjing Shanghai Chengdu Wuhan Guangzhou Shenzhen Tier 1 City Tier 2 City
- 6. Methodology Interview Technique Face to face interviewing with at least 3 sample points/cities per market Same fieldwork agencies as 2004 used in 2006 to ensure consistency Timing Interviewing started on 27th February, the day after the 2006 Winter Olympic Games closing ceremony
- 7. Sample Respondents Aged 12 to 55 with quota controls on: - Gender = 50% male; 50% female - Age = 25% 12-19; 25% 20-30; 25% 31-40; 25% 41-55 - Socio-economic group = representative of national populations Those associated with sports marketing, advertising, market research, public relations or journalism were excluded from the sample Sample Size 500 respondents in all markets, except China and USA where 1,000 were recruited due to the populous nature of these 2 markets (7,000 Total)
- 8. Review of Objectives Bringing science to the art of sponsorship
- 9. Review of Objectives Research will be used to … Appreciate the current position of the Olympic Winter Games Continue to effectively market and manage the Olympic Brand as part of ongoing tracking of the brand Recognise how consumers interact with the event in order to ensure future Olympic Games are delivered in relevant fashion, one that engages the audience in an optimum way Explore what the Olympic Games means as a commercial platform Appreciate the value of sponsorship in order to optimise the effectiveness of TOP sponsor servicing
- 10. Consumers Awareness & Appeal of Events Favourite Olympic Winter Sports Bringing science to the art of sponsorship
- 11. Awareness & Appeal of Events All Countries Average Appeal = 5.8 Olympic Games 100% Olympic Winter Games Wimbledon Tennis Championships 90% Olympic Games Extreme Sports X Games 80% Average Aware = 77% Oscars Ceremony/Academy Aw ards 70% World Athletics Championship Aware of Event 60% MTV Music Aw ards 50% Formula One (F1) Motor Racing NBA Championships 40% NHL Stanley Cup 30% Football World Cup 20% NFL Superbow l 10% Olympic Winter Games 4 5 6 7 Appeal of Event (Mean Score) National Football (Soccer) League Notes: Since the Rugby World Cup was only asked in UK, France, Italy, Canada, USA & South Africa & the Asian Games was only asked in China & Japan, the figures for these events has not been included in the “All Countries” report. Dotted lines cross at average awareness & appeal; Shaded area denotes high awareness & high appeal Base: Aware of Event - All respondents; Appeal of Event - Respondents aware of event
- 12. Awareness & Appeal of Events 2006 vs. 2004 All Countries 100% Olympic Olympic Summer Games Games Wimbledon Tennis Championships 90% Extreme Sports X Games 80% Oscars Ceremony/Academy Aw ards Aware of Event 70% World Athletics Championship MTV Music Aw ards 60% Formula One (F1) Motor Racing 50% Football World Cup Olympic Winter Winter Olympic Games 40% 4.5 5.5 6.5 7.5 National Football League League (Soccer) Appeal of Event (Mean Score) Notes: Arrows denote change from 2004 to 2006 Base: Aware of Event - All respondents; Appeal of Event - Respondents aware of event
- 13. Awareness & Appeal of Events Market Highlights • The Olympic Winter Games is rated the most appealing event in: Italy*, Russia, Canada (Russia has highest appeal rating – 7.9/10) • The Olympic Games (summer) is rated the most appealing event in: France and Japan (Japan has highest appeal rating – 7.9/10) • Football World Cup is most appealing event in: UK, Germany, Italy*, Brazil, Mexico, China^, S. Africa; • In US, Summer and Winter Games second only to NFL Superbowl In Germany, Summer Games is second only to World Cup • Russia – Winter and Summer Olympic Games both considerably more appealing than next best World Cup * In Italy, World Cup and Winter Games equal top ^ In China MTV Awards equal top
- 14. Fi gu re Sk at in Ic g e H 40% oc Sp ke All Mentions ee y d Sk 22% at in Sk g iJ um pi Sn ng Sk ow 19% 18% i in bo g ar (g d Sk en B at er ob in al sl g ,n ei (g ot gh en sp er ec al ifi ,n ed ot ) sp 17% 17% 16% ec ifi A ed lp ) in e Fr Sk ee iin st yl g e 14% 13% Sk Favourite Winter Olympic Sports ii n g B ia th lo C n ro ss C 11% 10% -C ur ou lin g you may name up to three? nt ry 9% Sk i in g 9% Lu Sh ge or 7% t Tr ac k Sk 5% N el or et di on c C Q. Please can you tell me which are your favourite Winter Olympic sports – 3% om bi ne d 2% O th er 4% Average 14 % All Countries
- 15. Favourite Olympic Winter Sports Q. Please can you tell me which are your favourite Winter Olympic sports – you may name up to three? All Mentions: Contribution by Market China Canada Others 24% 5% Figure Skating France 40% 7% 2,807 respondents 7% 13% Italy 8% Japan 10% 12% USA Mexico Russia
- 16. Favourite Olympic Winter Sports Q. Please can you tell me which are your favourite Winter Olympic sports – you may name up to three? All Mentions: Contribution by Market Russia Germany Others 15% USA 6% Ice Hockey UK 20% 7% 12% 1,444 respondents 7% France 12% 10% China 10% 11% Mexico South Africa Canada
- 17. Favourite Olympic Winter Sports Q. Please can you tell me which are your favourite Winter Olympic sports – you may name up to three? All Mentions: Contribution by Market China UK Others South Africa 20% 5% Speed Skating 6% 18% Germany 1,294 respondents 6% 16% 9% USA Japan 9% 10% 9% Canada Mexico Italy
- 18. Favourite Olympic Winter Sports Q. Please can you tell me which are your favourite Winter Olympic sports – you may name up to three? All Mentions: Contribution by Market Japan USA Others 15% Ski-jumping 6% China Canada 18% 14% 6% 1,291 respondents 7% Mexico 7% 13% 8% 10% Germany France South Africa UK
- 19. Favourite Olympic Winter Sports Q. Please can you tell me which are your favourite Winter Olympic sports – you may name up to three? All Mentions: Contribution by Market USA Germany Others 21% China 5% Skiing (general, not specified) 6% 18% Russia 6% 1,268 respondents 18% 6% 7% Canada France 9% 11% UK Brazil Italy
- 20. Favourite Winter Olympic Sports Market Highlights • Interest in Olympic Winter Sports has strong correlation with medal success • Figure skating is the main attraction; number one in 6 markets; France, Italy, Russia, Mexico, China and Japan • While Ice Hockey is the second most favourite across all markets, it is ranked first in just one country; South Africa • Skiing is top in three markets; Brazil, Canada and the US • Snowboarding is second (25%) ranked amongst the 12-19 year olds, first is figure skating (35%)
- 21. Olympic Brand Attitudes Towards Values Consumption Bringing science to the art of sponsorship
- 22. Opinions on Olympic Games All Countries Q: For the following statements about the Olympic Games, please tell me how much you agree with the statement using a scale of 1-5 where 1 is do not agree at all and 5 is agree fully. Disagree % (1-2) Agree % (4-5) Mean Score The Olympic Games are special as they happen only once in a while 7 77 4.1 No other event brings the world together quite like the Olympic 13 67 3.9 Games The Olympics Games exposes me to sports that I wouldn't normally 12 68 3.9 be interested in The Olympic Games is more than just a sports event 9 73 4.1 The performance of Olympic athletes encourages children to 7 75 4.1 participate in sport The Olympic Games is the pinnacle of all sporting events 12 65 3.9 The Olympic Games helps me to appreciate different cultures 16 61 3.7 There is no better achievement in sport than winning an Olympic gold medal 12 69 4.0 The Olympic Games provide a good role model for children 7 73 4.1 My enjoyment of the Olympic Games is spoiled by drugs or 26 50 3.4 doping issues The Olympic Games is as much about taking part as it is about 10 70 4.0 winning The Olympic Games has something for everyone 8 65 4.0 Note: Highest mean score; Lowest mean score
- 23. Th e di ve Yo rs it y u /v ar ar e ie su ty re of to sp se or N e ts at on io e na lp sp or 35% ri d ty e/ ou ca lik n e fo everyone” (scoring 4 or 5 out of 5) D llo iff 16% e w re m nt y c ul co It tu un e re tr nc ou s y ra co g m 10% es in g pe to op g et le he to r ta k 8% e A pa ll Opinions on Olympic Games rt c ou in nt sp It r ie or t e nc s 8% ar om e pa re s p re se s s en al te lr ac d 6% It es i s /g an en in de t r/a er na g es t io A n 4% al ch /g an lo Base (4,584): Respondents agreeing with statement “The Olympic Games has something for ce b al to ev se en e t th 3% e be st at hl et es Q: Why do you agree with the statement “The Olympic Games has something for everyone”? 3% All Countries
- 24. Opinions on Olympic Games All Countries Q: Why do you disagree with the statement “The Olympic Games has something for everyone”? 33% 12% 11% 8% 6% 6% 5% 4% 3% re e s tic g e rts t or te tm m . r in ltu r.. le po e sp to bo hl h s cu e re rs at ar at ys s e/ s te s e te s i pl jo e le ar in rt It th in en ng eo po e w to to lp ni pl ls ne ys ng eo ng ea al al o jo hi ry m p ni of t en t no ll ve ea no e e a ar tiv ne h/ e m ot is ug ot ey o ta N s e ry ha N en Th o er ve en Th s y re e nl e ot o ep rs N It e tr iv no td no s i It s i It Base (592 – 8%): Respondents disagreeing with statement “The Olympic Games has something for everyone” (scoring 1 or 2 out of 5)
- 25. Opinions on Olympic Games Drivers of Interest/Market Highlights Agree with Statement Total High Low Games are special as happen once in a while 77% 88% 66% Performance of Olympic athletes encourages children to participate in sport 75% 92% 45% More than just a sports event 73% 90% 60% Good role model for children 73% 94% 48% As much about taking part as winning 70% 87% 42% No better achievement in sport than winning an Olympic gold medal 69% 89% 46%
- 26. Imagery of Olympic Games All Countries Q: Please say how much or how little each descriptor applies to the Olympic Games using a scale of 1-10 where 1 is does not apply at all and 10 is applies fully [Mean Scores: 1 = Does Not Apply → 10 = Applies Fully] Authentic Unity 10 Being the best Trustworthy Celebration Striving Determination Spiritual Dynamic Respectful Equality Political Eternal Peace Excellence 2 Patriotic Exciting Participation Fair Play Too commercialized Festive Optimism Friendship Inspirational Glamorous Innovative Global Inclusive Heritage & tradition Note: Highest mean score; Lowest mean score; Shaded area in grey is “All Countries”
- 27. Imagery of Olympic Games All Countries Q: Please say how much or how little each descriptor applies to the Olympic Games using a scale of 1-10 where 1 is does not apply at all and 10 is applies fully [Mean Scores: 1 = Does Not Apply → 10 = Applies Fully] Average of all descriptors = 7.4 1st Tier 2nd Tier 3rd Tier Descriptor Mean Score Descriptor Mean Score Descriptor Mean Score Global 8.3 Unity 7.7 Authentic 7.3 Striving 8.2 Festive 7.7 Equality 7.3 Excellence 7.9 Heritage & tradition 7.6 Trustworthy 7.3 Determination 7.9 Peace 7.6 Inclusive 7.1 Participation 7.9 Friendship 7.6 Eternal 6.9 Being the best 7.9 Respectful 7.5 Glamorous 6.9 Celebration 7.9 Inspirational 7.5 Innovative 6.9 Dynamic 7.9 Fair Play 7.5 Spiritual 6.3 Patriotic 7.8 Optimism 7.5 Political 6.1 Exciting 7.8 Too commercialized 5.7
- 28. Imagery of Olympic Games All Countries Q: Please say how much or how little each descriptor applies to the Olympic Games using a scale of 1-10 where 1 is does not apply at all and 10 is applies fully [Mean Scores: 1 = Does Not Apply → 10 = Applies Fully] Descriptor Mean High Low Descriptor Mean High Low Global 8.3 9.0 7.8 Respectful 7.5 8.6 7.0 Striving 8.2 9.0 7.1 Inspirational 7.5 8.4 6.0 Excellence 7.9 8.7 7.1 Fair Play 7.5 8.0 6.4 Determination 7.9 9.0 6.6 Optimism 7.5 8.5 5.2 Participation 7.9 8.6 7.4 Authentic 7.3 7.8 6.3 Being the best 7.9 8.9 7.3 Equality 7.3 8.0 6.2 Celebration 7.9 8.7 7.1 Trustworthy 7.3 8.0 6.4 Dynamic 7.9 8.3* 6.9 Inclusive 7.1 8.0 5.9 Patriotic 7.8 8.6 7.0 Eternal 6.9 7.9 5.9 Exciting 7.8 8.5 6.5 Glamorous 6.9 8.2 3.8 Unity 7.7 8.4 6.8~ Innovative 6.9 7.8 5.7 Festive 7.7 8.5 6.5 Spiritual 6.3 7.7 4.5 Heritage & tradition 7.6 8.6 6.6 Political 6.1 7.8 5.2 Peace 7.6 8.8 6.3 Too commercialized 5.7 7.3^ 3.8 Friendship 7.6 8.6 6.6 Note: *Russia & Brazil both scored 8.3; ^Brazil & Mexico both scored 7.3; ~France & Japan scored 6.8
- 29. Values of Olympic Brand Market Highlights • ‘Global’ is ranked 1st by UK, France, US and China (Similar to 2004) • ‘Striving’ is 1st by Russians, Mexicans and Japanese • Italians place ‘Festive’ top after having played host in 2006 • ‘Unity’ is ranked top by S Africans • Germany put ‘Excellence’, Brazil ‘Peace’ and Canada ‘Determination’ as their top values • Across all demographics the top value is ‘Global’
- 30. Olympic TV Viewing Levels All Countries Q: As you may or may not know, the Winter Olympic Games were staged in Turin/Torino in Italy this year. The Games lasted for 17 days. Which of the following statements best describes how much of the event you watched on television? I watched it everyday 12% I watched it often, around three Respondents who 22% or four times a week watched some TV coverage of the 2006 Olympics I watched it occasionally, 26% perhaps once or twice a week Net Reach = 81% I didn't see very much of it, watching maybe once or twice 21% overall I didn't watch it at all 18% Don't know 1%
- 31. To w at ch at hl et es fr om m y co Ij All Mentions us un To tr su tl ik y e co pp o sp m rt or pe m t s te Th y in er 41% co e un ge ar ne e tr y/ ra ce na l rt tio To ai n 35% w sp na lp at or ch ts ri d ce th e rt at 34% ai n If Ju at ol hl lo st et w be es ca 27% co us e m it pe is te Ie a 20% bi nj oy g ev th en e Olympic TV Viewing Levels M t y ce fr re 19% ie nd m on s/ ie fa s m ily 18% Il w ik at e ch th it e Ju pa 10% st ge to an tr ke ep y in 10% It' fo To s rm Th ex on ed er pe TV 10% e' rie s nc so no e m th ot uc in he h g 8% be rc tte ul tu was it about the Winter Olympic Games that made you watch it? rt re Ev o s w Base (2,445): Respondents stating that they watched the Winter Olympic Games everyday or often er at 6% yo ch ne on 's ta TV lk in g 6% ab ou ti t 3% Q: It would appear that you watched quite a lot of the Winter Olympic Games on television. What All Countries
- 32. Olympic TV Viewing Levels All Countries Q: Why didn’t you watch any of the Winter Olympic Games on television? 26% 18% 17% 12% 12% 9% 5% 5% l ts on TV o e TV t e or ho tim tm r po sp e ch e sc er es bl rs e at e w k/ av ca er lik te /w or es th nt ve in ve t w am no ti no w ha ha ith no in G o id t w t D no id e no n D th sy tio D o o bu w di D D no tra o To tk no no e/ lik id D t no o D Base (1,242 - 17%)): Respondents who did not watch any TV coverage of the Winter Olympic Games
- 33. Olympic TV Viewing Levels By Market 2004 Summer Olympics 2006 Winter Olympics % Net Viewership Reach - % watching some coverage of the Olympic Games 95% 97% 97% 97% 93% 92% 94% 89% 87% 91% 91% 89% 88% 86% 87% 85% 84% 81% 81% 80% 82% 76% 77% 51% 46% n.a. es a ia K y SA o l da na ce ly n zi ic an pa ic U s Ita ri ra an a hi fr U us ex nt m an Ja B A C Fr ou R M er C th G C ou ll S A Note: Key points
- 34. Olympic TV Viewing Levels By Age & Gender 2004 Summer Olympics 2006 Winter Olympics % Net Viewership Reach - % watching some coverage of the Olympic Games 91% 90% 88% 86% 88% 88% 87% 84% 84% 81% 79% 81% 79% 81% ts e 9 0 0 5 e al -3 -1 -4 -5 al en m 12 20 31 41 M nd Fe po es R ll A Note: Key differences
Notas do Editor
- Difference from 2004 is the inclusion of UK and the change of sample points in China to account for the population outside the major urban conurbations. Represents over 1/3 or 37% of world pop
- In a year when both Olympic Winter Games and FIFA World Cup take place, the former is a little more appealing than the latter. The Summer Olympic Games surpasses both events in terms of appeal. Awareness is at saturation point for all three events – around 90%, albeit the two events that are being staged in 2006 are more top of mind. Interestingly the best of the rest is MTV music awards – from the list tested, the immediate competition comes from one of the non-sports property that was tested. Amongst those aware of events, the X Games are more appealing than F1.
- Comparing the results this year with those reported in 2004, it is interesting to see that while events including F1, World Athletics Champs, Wimbledon and MTV music awards maintain same awareness, the appeal scores are lower. We noted in 2004 that MTV events just happened to be taking place in and around the time of the research. This was not the case this time around and the associated appeal score has dropped subsequently. The local, domestic soccer leagues in each market stay constant in terms of awareness and appeal. Unsurprisingly the Winter Games, in a year when it was being staged, were more front of mind and the appeal of the Summer Games slips in the middle of its quadrennial cycle of events. But overall the “big three” relatively hold firm and are out front in awareness and appeal terms.
- The bulk of the figure skate support come from the Far East – 37% being contributed from Japan and China combined. China had bulk of interest, they won 2 medals; Japan next, they won 1, their only 2006 medal. The Mexicans have a keen interest in skating, a figure substantiated by TV audience research. The coverage of the Winter Olympic Games was quite broad in this market and the treatment of the programme production was very creative. Russian Fed contributed 10%, they had the most medals. Surprisingly, the US did not contribute as significantly as expected. However, it may be because a good number of respondents mentioned with skating without attributing Ice Skating or speed skating…
- No one market dominates – Ice Hockey in Russia has always been well supported, and of course it has always enjoyed a strong fanbase in North America, and the women won bronze. The most popular sports in South Africa are team sports and Ice Hockey was a favourite for them in this 2006 study. Canada won gold in women’s
- Success breeds interest and China has some good speed skaters and won 2 medals. It is also popular in the US, who won 7 medals and the Mexicans extend their interest in skating to include speed skating as well as figure skating. Italy won 3; Canada, 8; Germany 3;
- In Japan, after figure skating, ski jumping is the most popular discipline. It enjoys strong support in Germany too, while the UK also have an affinity to it due to a past competitor called Eddie “the Eagle” Edwards. While coming last in the competition, his bravery (nee stupidity) won the hearts of the British and embodied the “taking part rather than winning” essence of the Olympic brand. Medal winners: Austria, Norway, Finland
- Skiing in general was mentioned by 18%, most of these being North American.
- Reassuringly, most of the statements that were asked in 2004 and repeated in 2006, attracted similar scores. In this latest wave of research, the fact the Games happen only once in a while made them special, this being agreed by 77% of respondents. Some research that we have seen suggests other properties, such as domestic soccer, are suffering from overexposure with there being just too much of it on TV. (2004 score being 78%) An important and fundamental pillar to the Olympic Brand is that the Olympic Games is more than a sports event – 73% realising this to be true. (76% in 2004) 73% agreed the Games provide a good role model for children (2004 - 72%) and, a statement new for 2006, showed that 75% asserted that the performance of the athletes encourages children to participate in sports. These indicate the positive influence the Games have on the youth and this is an interesting hook for certain sponsors. The dichotomy of the Olympic brand noted in 2004 still very much holds true in 2006 – around 70% agree that the Games are as much about taking part as they are about winning, yet a similar proportion of people believe there is no better achievement than winning an Olympic Gold. The only really major difference between 2004 and 2006 global scores concerns the statement that Olympic Games has something for everybody, 65% in 2006 being down on the 74% noted in 2004. This we put down to the fact that this study was focused on the Winter Olympic Games at a time when the event had just been staged - the breadth of support for winter sports does not match that of summer sports – the one sport of Figure Skating dominates the Winter Games, while Summer Games sees support for sports spread more evenly.
- While we asked people why they didn’t agree that the Olympic Games has something for everyone, we also delved deeper on the reasons why respondents agreed with this statement. In short, the global results highlighted it was the “diverse range of sports on offer” and “being able to find one that you liked” that encouraged people to agree, these two statements being ranked 1 and 2. So, in the main, it is the sport, but 10% did mention the different cultures coming together and a similar number felt they could follow there own country. Also, there were some noticeable differences in scores by market.
- Those people who disagreed with the statement that the Games has something for everyone (around 10% of the total sample) were probed as to why they thought this. In the main, half of those that disagree with the statement believe that not everybody is interested in sports – this being a combination of three groups of scores – the highest ranked on the chart above plus “not all people are athletic” and “not everybody is interested in winter sports”. Because so few people have disagreed with this statement, the individual sub samples by market are two small to draw any robust conclusions from, so the data should be regarded much more qualitatively than quantitatively.
- “ Global” (8.3) is the attribute most associated with the Olympic Games, followed closely by “Striving” (8.2). Encouragingly, the more negative values of “Too-commercialised” and “Political” generate the lowest scores of 5.7 and 6.1, respectively. Note – in 2006 we exchanged “American” for “Exciting” as the 2004 research showed that the former was clearly not associated with the Olympic Games (mean score of 5.4 out of 10 in the last study) and we therefore no longer had a need to test it.
- Again, this year we split the 29 attributes into 3 equal tiers with the “new-for-2006” descriptor, “Exciting” falling in the 1 st tier. The 1 st tier comprises those attributes most associated with the Games, while the 3 rd tier includes “Too commercialized” and “Political” which are least linked with the event. Comparing the ranking of descriptors this year with 2004 shows very few significant changes. It is firstly important to note that overall the average of all descriptors has fallen from 7.5 in 2004 to 7.4 in 2006, which means that respondents on average are scoring just slightly lower this year. With a difference of 0.4 points for mean score year on year “Striving” is now ranked in 2 nd place rather than 1 st as in 2004. “Global” is now the top-scoring descriptor although the difference between mean scores for these two attributes remains small. “ Excellence” has moved up from 6 th to 3 rd this year, although the mean score has decreased by 0.2. “Participation” has also become more associated with the event this year being ranked 5 th vs. 9 th . The 2006 respondents seem to perceive the Olympic Games to be more uniting this year ranking “Unity” 11 th vs. 14 th in 2004. The Olympic Games are believed to be more “Authentic” this year with this descriptor rising 4 places (24 th to 20 th ) and the mean score has also increased noticeably from 6.9 in 2004 to 7.3 this year. In contrast, the score of 7.6 for “Friendship” places it 15 th in 2006 compared to 10 th in 2004 (7.9). “Fair play” has dropped by 3 places from 15 th to 18 th , although the difference is mean scores is negligible. “Eternal” and “Glamorous” also show slight variation in ranking with drops of 4 places for each descriptor.
- Here we note the market producing the highest and lowest mean scores for each descriptor. Overall the research shows that certain markets appear to be more positive about the Olympic Games than others. Is it also possible that some nationalities are more inclined to offer higher scores than others. Russians produce the highest score for 11 of the 29 descriptors and in particular score an impressive 9.0 for “Striving”. In other areas of this 2006 research we have the Russians to be particularly positive in their opinions on the Olympic Games and sponsors and it would appear that this is also the case for the Olympic brand attributes. The Canadians, Brazilians and Chinese are also more likely to produce high scores. The Canadians generate mean scores of 9.0 for “Global” and “Determination”. The Brazilians appear to appreciate the “softer” brand values of “Participation”, “Festive”, “Peace” and “Friendship” more than any other nationality. This is also a trend amongst the Chinese who score highest for a number of descriptors such as “Unity”, “Fair Play” and “Equality”. The French and UK respondents produce a high proportion of the lowest mean scores, but again this is consistent with their attitudes towards the Games and the sponsors which have generally been lower than average. In particular, and consistent with the 2004 findings, the French do not perceive the Olympic Games to be “Glamorous”. This may be down to the well-recognised French chic and stylish culture resulting in “glamour” perhaps not being so readily associated with sport and the struggle for success. Addition, from other global research carried out by SI, the French tend to be a little indifferent towards sport. Interestingly, the Italians are least likely to perceive the Games to be “Political” and this should be seen as an encouraging result considering this market hosted the recent Winter Games.
- 81% of people across 12 markets watched at least some Olympic coverage on TV. So only 1 in 5 people didn’t tune in. 88% reach for Athens In 2004 the net reach was 88% indicating just 1 in 10 didn’t see any Olympic programming. For Athens, the coverage was more regular too with 20% watching daily, but for Torino the equivalent score as 12%, nearly half that of 2004 figure.
- In addition to establishing the key drivers to watching more of the Olympic Games, we also probed those respondents not tuning into any of the Games to understand why they didn’t watch. There was quite a diverse range of replies! 26% said that the Games didn’t interest them, a further 12% noted they didn’t watch as they were not keen on sports. The second and third ranked reasons indicated that a good deal of people were time pressured – so in total 35% were saying they didn’t have enough time to watch the Games or were too busy with work or school.
- The widest reach in a market was in Japan who can’t get enough of the Winter or Summer Games each event enjoying 97% net reach for each event in this country. France seemed to have been more attuned to the Winter Games with 89% seeing at least some of the Games, compared to 76% of the Summer Games. The Russia sample seemed to have been much more Olympic friendly with 95% of the population seeing at least some of the Winter Games which compared favourably with the 85% noted in 2004. The big differences 2004 v 2006 were in those markets not traditionally renowned for their interest in winter sports – South Africa and Brazil. In Brazil the reach of the Winter Games was only half that of the Summer.
- We asked of those Olympic TV viewers, a battery of questions concerning people’s viewing habits in relation to the Olympic Games. Three quarters of people watched in their own home, while nearly half watched with friends and family. These scores are down on those measured in 2004 – the corresponding scores being (83% and 57% respectively). This level of in-home, and more solitary, viewing is different to other sports events, such as the World Cup, which enjoys a greater proportion watching in bars and with friends. A particularly positive score though is that nearly half of respondents (46%) agree that their most favourite TV moments involve the Olympic Games. This is also down on the 2004 number but we need to appreciate that the UK has been added, which is a more sceptical nation. Additionally, the Winter Olympics will be fresh in the minds of respondents and this event doesn’t resonate so much with certain markets as the Summer Games do. More people disagree than agree that they prefer to watch other sports events than the Olympic Games (38% v 30%). But clearly nearly a third of those that are tuning into the Games have a preference for other sports events.
- We wanted to dive a little deeper on the viewing habits and asked those respondents why they preferred other sports events over the Winter Olympic Games. A third of this group felt that other sports were more interesting while very nearly a quarter specifically noted they preferred to watch soccer. A further 10% stated they did not like Winter Sports!
- While television is going to be the primary outlet for the Olympic Games, other media and new media channels need to be carefully considered as they have a vital role in distributing both Olympic event and brand to the masses. There are of course increasing range of media channels that distribute Olympic Games coverage and news. The power of the print is evident – over half read about the Games in newspapers and 17% read magazines to get information on the event. 26% now employ the internet to stay informed and increasingly will use it to watch coverage of the event. Of course there are considerable differences by market which more or less match the internet penetration in those markets. For example, South Africa has very limited access to the internet across the country, and they do not use this tool to access Olympic related content.
- Really there are three types of website visited to gather Olympic Games related information. More often than not, internet users first encounter a search engine upon logging on – these sites do their best to deliver a range of data and information and users find what they need here without having to go further a field. The media, who have the benefit of promoting their website addresses on TV and through the press, also account for a large proportion of website visits. If it isn’t the first two then sites such as Olympic.org or torino2006.org attract the visitors.
- Across the 12 markets the search engine, Yahoo!, was the website most commonly used to keep informed about the 2006 Winter Olympic Games.
- Rather than just looking retrospectively at consumption we asked people for their views on how they might use different technologies to consume the Games in the future. While 4% in total said they currently used the mobile phone to get data concerning the Games, 20% said they will in the future use it to information – this being a 5 fold increase. Over 30% said that they would follow the Games coverage on the internet via webcasts. High definition TV is already here with 2006 Games being the first to broadcast in HDTV mode – but 43% believe in the future they’d be watching this type of TV coverage.
- Overall, attitudes towards the Olympic Sponsors are positive, with respondents in all markets showing an appreciation of the partnership between the Olympics and the brands. Indeed, for each statement more respondents agree than disagree. The statement producing the highest mean score of 4.2 out of 5.0 is “Sponsors provide vital support and funding to help ensure the Olympic Games take place”. That three-quarters of the total sample appreciate the role a sponsor plays, should be seen as a very encouraging result. For the statement “Olympic sponsors would benefit from linking their advertising and promotions with Olympic ideals” the proportions agreeing are at 66% and for disagree only 7%. Having considered how this year’s results compare with 2004’s, this is the only statement to show any difference and even then the variation is only slight. In 2004 the levels of agreement with this statement was 69%. Opinion is most divided over whether “Knowing a company is a sponsor of the Olympic Games would make me more likely to consider their products or services”. 42% of respondents agree with this statement while 28% disagree and this produces the lowest mean score of 3.2. These figures have not changed year on year and we noted in 2004 that these results should be considered very positive. What is great is in this year’s study is that we have data to back up this theory. Further questioning of our 12-market sample this year has allowed us to contextualise these findings against 3 other global events to show just how positive these Olympic scores actually are. The results are reported in the next section. In addition, this year the research allows us to note that 62% of the all countries sample believe that sponsors are partly or solely responsible for financing the 2006 Winter Olympic Games and 23% think that they play a part in delivering the Games. Combining this with the fact that a majority of respondents appreciate the essential role a sponsor plays in staging the Olympic Games and therefore the need for their support, shows that that there is a really warm and consistently positive attitude towards the Olympic sponsors.
- These are an important set of statistics. In 2004 we asked the general public whether they were more likely to consider using a brand if they know it to be a sponsor of the Olympic Games. In 2004 the overall score was 42%, this being matched in the 2006 study - in some quarters the 2004 figure was not so well received. We argued at the time that similar studies scored much lower referencing scores from the FIFA World Cup and Athletics by way of comparison. This year, included in the study were 3 other major properties so we could draw direct comparisons. This went to prove that the Olympic Games sponsors are better considered than other events. The net figures are the most interesting – this is the difference between agree and disagree and provide a comparative measure of strength of option. For the other three events tested – Football World Cup, MTV Music Awards and F1 Motor Racing, the % that disagreed were greater than those that agreed. +14 score for the OGs is comfortably higher than the next best scores, which was for the World Cup – a net of -4.
- The Olympic Rings are a key brand asset. Their impact can be measured on a number of different scales. How well do they attract attention? Overall half of the populations in the 12 markets in this study believe that the use of the Rings would impact and draw interest. How does one feel upon seeing the Rings on a product or service? Here in this study we see considerable positive impact through the use of the Rings. 42% feel more positive to product or service that featuring or displaying the Rings.