1. OLYMPICS PRE & POST
Entertainment Media Research
Field work: Pre wave in July and post wave in August
Sample: London listeners aged 25-44
Sex: 60% Male
Stations: 50% Absolute P1s

2. BEFORE THEY STARTED, 53% OF OUR LONDON LISTENERS
SAID THEY WERE LOOKING FORWARD TO THE OLYMPICS
WHILE, AFTER THE GAMES, 78% SAID THEY DID ENJOY THEM
How much are you looking forward to/did you enjoy the London
Olympics?
Looking forward to Did enjoy
60
28
25
22
18
13 14
11
5 4
Very much 4 3 2 Not at all

3. 68% OF OUR LONDON LISTENERS SAID THEY WOULD BE
WATCHING OLYMPIC EVENTS ON TV, 90% DID. 15% PLANNED
TO VISIT BT LONDON LIVE, 20% DID.
Will you be/Are you planning to/Did you...
Planned to Did
90
68
42
27 27
23 20
15
Watch any of the Olympic Listen to any of the Attend any of the Olympic Visit the BT London Live
sporting events on TV? Olympic sporting events sporting events? event in Hyde Park during
on the radio? the Games?

4. 13% RECALLED THAT LLOYDS TSB SPONSORED JOHNNY
VAUGHAN LIVE FROM HYDE PARK AND 35% SAID IT MADE
THEM FEEL MORE POSITIVE TOWARDS THE BRAND.
Johnny Vaughan Live from Hyde Park on Lloyds TSB was the sponsor of Johnny
Absolute Radio was sponsored by which one Vaughan Live from Hyde Park. Thinking
of these brands? about Lloyds TSB and any sponsorship or
advertising for it that you may have seen or
heard recently, did it make you feel more or
Lloyds TSB 13
less positive towards the brand?
Coca Cola 12
Much more positive 7
Samsung 10
A little more positive 28
McDonalds 4
Neither 59
Visa 4
A little less positive 4
BMW 1
Don't know 57 Much less positive 2