SBD/August 9, 2012/Research and Ratings

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.

 

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