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1、Audience Engagement:Paris 2024 Summer Olympic Games2Background&MethodologySurvey Method Online SurveyRegional Coverage NationalField Timing May 24 June 6,2024Screening Criteria 18+years of ageTOTAL SAMPLE SIZE:N=1,550To understand audience engagement with the 2024 Summer Olympics,the first Games hel

2、d after the COVID-19 pandemic,ThinkNow conducted a quantitative research study among a nationally representative sample of US adults.Key FindingsMost respondents surveyed(68%)indicate they will watch at least some of the sporting events in the Paris 2024 Summer Olympics.Less than half reported watch

3、ing the 2022 Winter Olympics and 2020 Summer Olympics.Overall,about half agree completely that watching the US compete gives them a sense of pride.Gen Zers are the least likely to agree with this sentiment.Viewers are most excited about watching gymnastics,basketball,and swimming.Among viewers,3-out

4、-of-10 plan to watch the Olympics daily;another 44%will watch most days.Gen Xers and Boomers are most likely to watch the Olympics via traditional network TV;younger cohorts are more likely to watch via online platforms.3Detailed Findings5Arrows indicate significant difference at 95%confidence level

5、.Overall,nearly 7-out-of-10 respondents indicate they are planning to watch the Paris Summer Olympics.Non-Hispanic Whites are the least likely to,as are Boomers.Are you planning to watch at least some of the sporting events in this years Summer Olympics?68%74%75%76%67%68%74%71%62%Total MarketHispani

6、csAfrican AmericansAsiansN.H.WhitesGen Z18-26Millennials 27-42Gen X 43-58Boomers 59-77(n=1,550)(n=500)(n=250)(n=250)(n=500)(n=242)(n=472)(n=440)(n=343)Which of these recent international sporting events did you watch at least some of the time when they took place?6Arrows indicate significant differe

7、nce at 95%confidence level against total market.Fewer than half reported watching the 2022 Winter Olympics and 2020 Summer Olympics.Total MarketMaleFemaleHispanicsAfricanAmericansAsiansN.H.Whites Gen Z18-26Millennials27-42Gen X43-58Boomers59-772022 Winter Olympics45%47%44%38%40%49%48%33%48%41%52%202

8、0 Summer Olympics(held in 2021)46%50%43%38%48%49%47%31%50%48%49%2022 World Cup36%46%27%53%33%45%31%46%48%35%24%None of these33%28%36%26%31%25%35%32%24%34%38%Base:(n=1,550)(n=739)(n=801)(n=500)(n=250)(n=250)(n=500)(n=242)(n=472)(n=440)(n=343)More Gen Zers watched the 2022 World Cup than the previous

9、two Olympic games.Hispanics were the least likely to have watched the previous Summer and Winter Olympics and the most likely to watch the 2022 World Cup.7Arrows indicate significant difference at 95%confidence level.Among those who are not planning to watch the Summer Olympics,a lack of interest is

10、 and a preference for other forms of entertainment are the top reasons.46%34%24%17%12%8%6%5%3%I dont find the Olympics interestingI prefer other forms of entertainmentI dont have time/Too many other things to doI dont have any specific athletes to root forThe Olympics have become too commercializedI

11、 dont believe the competition is fairThere is controversy surrounding the OlympicsThe same countries win all the timeIts not easy to access the sporting events I want to seeWhat are the reasons you are not planning to watch the 2024 Summer Olympics?Base:Not planning to watch the Olympics843%Gymnasti

12、cs38%Basketball26%SwimmingArrows indicate significant difference at 95%confidence level.Higher among MalesMost common among Females*From a list of 23 sports,these were the Top 9.Gymnastics,basketball,and swimming are the Summer Olympic sporting events generating the most interest.Total MarketHispani

13、csAfricanAmericansAsiansN.H.Whites(C)(D)(E)(F)Gymnastics43%38%43%52%45%Basketball38%40%59%40%32%Swimming26%19%20%29%27%Track&Field22%13%38%21%21%Baseball21%23%16%6%23%Beach volleyball20%13%11%16%26%Diving19%16%10%20%23%Boxing19%25%21%12%17%Soccer15%35%9%20%12%Base:(n=1,075)(n=376)(n=185)(n=169)(n=31

14、3)Which Olympic sporting events are you most interested in watching/following?Base:Planning to watch the Olympics9Among those planning to watch the Summer Olympics,3-out-of-10 indicate they will do so daily,primarily through NBC and/or other traditional TV networks.Arrows indicate significant differ

15、ence at 95%confidence level.During the 2-week long Summer Olympics,how often do you think you will watch it?Base:Planning to watch the OlympicsTotal MarketHispanicsAfricanAmericansAsiansN.H.Whites(C)(D)(E)(F)Everyday31%27%30%16%29%Most days44%49%46%52%44%Only in days when my preferred sporting event

16、s are on20%18%19%25%21%Only if/when I have time5%6%5%7%6%Base:Planning to watch the Olympics(n=1,075)(n=376)(n=185)(n=169)(n=313)NBC and its various networks will be covering the Olympics.How are you most likely to watch?Base:Planning to watch the Olympics(n=1,075)40%NBC/Traditional network TV34%Onl

17、ine/streaming(Peacock,NBC.com,etc.)22%Cable/satellite(CNBC,USA Network,Telemundo Spanish,etc.)4%Not sureAbout one-third will watch the Olympics via streaming platforms.10Boomers and N.H.Whites are the most likely to watch the Olympic Games via traditional network TV,while Millennials and Gen Zers ar

18、e more likely to use streaming services like Peacock.Arrows indicate significant difference at 95%confidence level.NBC and its various networks will be covering the Olympics.How are you most likely to watch?Base:Planning to watch the OlympicsHispanics are the most likely to watch the games through C

19、able/Satellite TV.HispanicsAfricanAmericansAsiansN.H.Whites Gen Z18-26Millennials27-42Gen X43-58Boomers59-77NBC/traditional network TV28%35%34%45%23%30%46%54%Online/streaming(Peacock,NBC com,etc.)34%31%42%36%49%47%32%16%Cable/Satellite(CNBC,USA network,Telemundo-for Spanish-,etc.)33%30%18%17%21%21%1

20、9%26%Not sure5%5%6%2%7%3%3%4%Base:(n=376)(n=185)(n=169)(n=313)(n=172)(n=354)(n=311)(n=210)11About half of viewers agree completely that watching the US compete in the Olympics gives them a sense of pride.This sentiment is felt strongest by Gen Xers and Boomers.Arrows indicate significant difference

21、at 95%confidence level.Total MarketCOMPLETELY AGREEHispanicsAfrican-AmericansAsiansN.H.Whites Gen Z18-26Millennials27-42Gen X43-58Boomers59-77It gives me pride to watch the U.S.compete in the Olympics45%53%40%49%35%46%50%57%The Olympics is something I look forward to every 4 years34%43%41%41%38%38%4

22、2%47%The inclusion of new sports like surfing and skateboarding is a positive change for the Olympics39%40%30%32%37%41%47%19%The Olympics is an opportunity to learn more about the culture of the host country43%40%41%30%36%33%48%26%I go out of my way to watch my favorite Olympic sporting events31%33%

23、17%30%27%30%35%29%Watching the Olympics is an occasion for my family to get together31%34%27%24%33%30%35%20%During the Olympics,I share Olympic content with my friends and family through social media27%25%19%16%22%28%25%9%Base:Planning to the watch the Olympics(n=1,075)(n=376)(n=185)(n=169)(n=313)(n

24、=172)(n=354)(n=311)(n=210)49%41%35%35%30%28%21%How much do you agree or disagree with each of the following statements?Asians are the least likely to feel this sense of patriotism as well as to go out of their way to watch their favorite event.122-out-of-5 of viewers are either“very”or“somewhat”like

25、ly to purchase Olympic merchandise.Hispanics expressed the most interest overall.How likely are you to purchase any merchandise associated with the Olympics(e.g.,clothing,souvenirs,etc.)?Base:Planning to watch the Olympics(1,075)(n=1,075)(n=376)(n=185)(n=169)(n=313)Arrows indicate significant differ

26、ence at 95%confidence level.41%54%44%45%33%TotalHispanics African AmericansAsiansN.H.WhitesTOP TWO BOX VERY/SOMEWHAT LIKELYBoomers are the least likely to purchase any merchandise.Have you seen this mascot for the Summer Olympics before?Base:Planning to watch the Olympics(1,075)YES23%Higher among Hi

27、spanicsWhat is your opinion of the mascot design?Base:Those who have seen the mascot before68%I love it,its a creative and unique mascot24%Its ok,but not sure what it is6%I dont really like it,is not memorable1%I am not so familiar with itAmong the one-quarter who were already aware of the Summer Ol

28、ympics mascot,most say they“love it.”AppendixParticipant ProfileTOTAL MARKETMaleFemaleHispanicsAfrican-AmericansAsiansN.H.Whites Gen Z18-26Millennials27-42Gen X43-58Boomers59-77(A)(B)(C)(D)(E)(F)(G)(H)(I)(J)GENDERFemale48%-100%49%50%50%50%43%50%50%48%Male48%100%-49%50%50%50%44%48%50%48%Other(Net)4%-

29、2%-13%3%-4%AGE18 to 2616%14%14%20%F18%14%13%100%-27 to 4227%27%28%37%F31%36%F24%-100%-43 to 5825%26%26%26%25%26%26%-100%-59 to 7728%28%28%15%21%24%33%CD-100%Median age4748473943435123345167ETHNICITYHispanic/Latino19%16%18%100%-25%26%17%10%Black,African-American13%14%13%-100%-18%15%15%10%Asian6%6%5%-

30、100%-9%5%8%4%White(Non-Hispanic)61%63%61%-100%48%52%59%74%REGIONSNortheast17%18%16%14%16%21%18%21%17%17%16%Midwest21%22%19%10%18%C12%25%CDE18%17%19%25%South38%33%45%A38%E57%CEF24%36%E40%39%41%34%West24%27%B21%38%DF9%43%DF21%D21%26%22%24%Base:(1,550)(n=739)(n=801)(n=500)(n=250)(n=250)(n=500)(n=242)(n

31、=472)(n=440)(n=343)14Letter indicate significant difference at 95%confidence level.15TOTALGen Z18-26Millennials27-42Gen X43-58Boomers59-77Gymnastics43%31%38%46%51%Basketball38%48%44%34%30%Swimming26%16%23%28%34%Track&Field22%20%18%21%27%Baseball21%27%21%18%22%Beach volleyball20%16%22%23%19%Diving19%

32、18%12%18%29%Boxing19%21%24%20%12%Soccer15%20%20%12%10%Archery8%18%9%7%2%Bicycling7%5%5%10%9%Skateboarding6%1%9%7%4%Shooting4%8%4%4%2%Base:(n=1,075)(n=376)(n=185)(n=169)(n=313)Which Olympic sporting events are you most interested in watching/following?Base:Planning on watching one sporting eventArrow

33、s indicate significant difference at 95%confidence level.TOTALGen Z18-26Millennials27-42Gen X43-58Boomers59-77Volleyball(Indoor)4%7%2%5%3%Equestrian4%3%2%1%8%Cross country running3%5%3%4%2%Tennis3%3%4%5%1%Surfing2%3%2%3%1%Rowing2%1%3%1%2%Table Tennis2%3%2%2%-Fencing2%2%2%1%1%Rugby1%1%1%1%-Water Polo1%1%1%1%-Other1%-1%1%None in particular-1%-1%Base:(n=1,075)(n=376)(n=185)(n=169)(n=313)