The research clearly indicates that the Olympic Games have one of the highest levels of appeal and awareness, compared to other popular sporting and cultural events and that the Olympic rings have an unprompted awareness level of almost 95% amongst people aged 12 to 55 years of age.
Gerhard Heiberg, IOC member and Chairman of the IOC Marketing Commission, said “THIS type of research will help us to understand the connection between the Olympic Games and consumers and to understand what drives interest in the Olympic Games.”
Consumers strongly agree with such comments as:
•The Olympic Games are more than just a sports event (76%)
•The Olympic Games are as much about taking part as about winning (72%)
•The Olympic Games provide a good role model for children (72%)
In addition, consumers strongly identify with the positive attributes uniquely associated with the Olympic Games such as "striving", "determination", "celebration", "friendship", "optimism" and "inspirational".
SI conducted the study in 11 countries, representing one-third of the world's population.
Jamie Graham, Managing Director of SI, said the results show that consumers of all ages identify with the positive values of the Olympic Games. "Our company tracks the awareness and appeal of a number of leading companies and events. The statistics that came from our Olympic Games research are amongst some of the highest we've seen", Graham said.
