SBD/August 9, 2012/Research and Ratings

Print All
  • Poll: Majority Of U.S. Sports Fans Occassionally Buy Olympic Merch During Games

    More than half of sports fans say they at least occasionally purchase Olympic-related merchandise during the Games, according to an online poll conducted by GMR Marketing. The results of the poll, taken from among 405 U.S. sports fans, found that 36.5% of respondents said they “occasionally” purchase Olympic-related merchandise during the Games, while 16.5% said regularly. Just over 55% of respondents also said they were more likely to remember a TV ad if it features an Olympian. Respondents were more motivated to watch Olympic events based on specific events compared to specific countries or athletes. The poll also found sports fans’ interest in Olympians was primarily driven by the sport they play, performance and country they represent (THE DAILY).

    Throughout the Olympics, how often do you
    buy related sports merchandise?
    RESPONSE
    %
    Never
    18.2%
    Rarely
    28.8%
    Occasionally
    36.5%
    Regularly
    16.5%
    Are you more or less likely to remember a TV advertisement
    if it features an Olympian??
    RESPONSE
    %
    More likely?
    55.2%
    Less likely?
    7.4%
    Neither more nor less likely?
    37.4%
    During the Olympics, what motivates you
    to watch a particular event?*
    RESPONSE
    %
    Specific country/team competing
    62.6%
    Specific events
    73.4%
    Specific athletes
    43.8%
    I'll watch whatever is on
    34.0%
    Other
    1.2%
    What drives your interest in certain Olympians?*
    RESPONSE
    %
    Country they represent
    68.2%
    Sport they play
    78.3%
    Personality
    48.5%
    Performance
    70.7%
    Appearance
    29.1%
    Personal history
    27.3%
    Other
    2.0%
     

    NOTE: * = Respondents were allowed to check more than one option.

     

    Print | Tags: Research and Ratings
Video Powered By - Castfire CMS Powered By - Sitecore

Report a Bug