SBD/August 9, 2012/Research and RatingsPrint All
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% Never18.2% Rarely28.8% Occasionally36.5% Regularly16.5%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 competing62.6% Specific events73.4% Specific athletes43.8% I'll watch whatever is on34.0% Other1.2%What drives your interest in certain Olympians?* RESPONSE% Country they represent68.2% Sport they play78.3% Personality48.5% Performance70.7% Appearance29.1% Personal history27.3% Other2.0%
NOTE: * = Respondents were allowed to check more than one option.