2024 Paris Olympics: OMD Consumer Intelligence study shows strong consumer engagement and opportunities for marketers
A post-campaign report on the 2024 Paris Olympics & Paralympics competition has revealed strong consumer engagement and opportunities for marketers.
The report from the OMD Consumer Intelligence Study by mediaReach OMD reveals a fascinating alignment with predicted consumer behaviour across several African nations.
The data offers compelling insights for brands and stakeholders eager to understand the impact of this global event. According to the report, key findings highlight the following:
1. Exceptional Viewership: An overwhelming 95% of respondents tuned in to watch the Olympics, underscoring the event’s broad appeal and the effectiveness of strategic outreach efforts. Amongst various games, the top four sports of interest were Football (51%), Basketball (29%), Athletics (25%), and Swimming (21%).
However, only 25% of respondents watched award ceremonies, likely due to the low participation of Nigerians, which may have diminished interest. As part of culmination, the closing ceremony was watched by 35% of the respondents, whereas the opening ceremony was watched by 62% of the respondents.
2. Influence of Major Events: 78% of viewers reported that significant happenings or news impacted their viewership during the games. This illustrates the dynamic nature of audience engagement and the factors that can affect viewing habits.
3. Optimistic Sentiment for the Paralympics: 59% of respondents expressed interest in watching the Paralympics which took off few weeks after the main Olympics.
4. Looking ahead, the mood for the 2028 Olympic Games in Los Angeles continues to be positive, with 67% of respondents willing to watch and follow the event. 79% of the respondent said that their preference will change if there was a good representation of Nigerian Athletes partaking in the 2028 Olympic Games in Los Angeles.
5. 84% respondent said that, if official Olympics fan experiences such as public viewings, interactive exhibits, athlete meet-and-greets, etc., were organized in their cities, they would be interested in attending as part of experiential opportunities. About 94% said that they would like to see more Local Brand(s) associate with the 2028 Olympic Games.
This enthusiasm sets a strong foundation for future marketing strategies and brand activations as Los Angeles prepares to host the Games for the third time.
Though Sporting events like Olympics offer opportunities for brands and marketers in Nigeria, the big question is how well they are being fully tapped?
Stay tuned for more updates as we delve deeper into the evolving landscape of sports and marketing in Nigeria.
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