As the world gears up for the 2024 Olympic Games in Paris, consumer interest and viewing habits are once again in the spotlight. For businesses going for gold this summer, understanding these trends is crucial for effectively targeting audiences and maximizing engagement during this global event. Numerator surveyed 10,000 U.S. consumers in July to learn more about their Olympic interests and viewing intentions, and the impact of branding and advertising tied to the games.
2024 Olympic Interest & Viewing Intentions
The bar is high when it comes to overall interest in the Olympics, with 57% of U.S. consumers sharing that they’re somewhat or very interested in this summer’s Games. Interest peaks among Boomers (61%) and Gen X (59%), but dips slightly for Millennials (53%) and Gen Z (52%). Despite this generational divide, the Olympics continue to captivate a broad audience.
Viewing intentions trail closely behind overall interest, with 55% of U.S. consumers planning to tune in this summer. Again, Boomers (60%) and Gen X (58%) show the highest intent, while Millennials (52%) and Gen Z (49%) are less committed. Interestingly, 22% of respondents are undecided, presenting an opportunity for targeted marketing to sway this group. For the other 22% who don’t plan to watch, a general lack of interest (66%) is the primary reason. Other factors include a lack of time (22%) and the absence of necessary cable or streaming access (13%).
Olympic Viewing Platforms & Habits
Streaming online tops the podium for Olympics viewing methods, with 60% of consumers preferring this platform. Cable and satellite follow at 47%, and social media garners 21% of the viewing intent. The trend towards cord-cutting is evident, particularly among Gen Z’ers, who are more likely to watch via social media (45%) than cable or satellite (35%).
The timeline for watching varies across generations, influenced by their chosen platforms. Overall, 48% will watch live as events occur, consistent across all age groups. Primetime coverage is favored by 47%, especially among Boomers (58%) and Gen X (50%). In contrast, only 40% of Millennials and 27% of Gen Z expect to watch during primetime broadcasts.
Highlight and recap viewing is popular among Millennials and Gen Z (both 47%), while on-demand streaming appeals most to younger consumers (37%). Social media updates attract 24% of viewers, with Gen Z leading at 42%.
Top Olympics Sports and Team Support
Gymnastics, swimming, athletics (track & field), diving, and volleyball are the top five sports consistently favored across generations. However, newer sports like extreme and urban sports, combat sports, and weightlifting show a generational divide and are more popular among younger viewers.
A significant 88% of U.S. respondents will root for Team USA, with the highest support among Boomers (96%) and Gen X (90%). Millennials (83%) and Gen Z (74%) show slightly less patriotic fervor, with Gen Z also more likely to support teams outside the U.S., reflecting their generational diversity.
Branding and Advertising at the Olympics
Advertising recall from past Olympics is relatively low, with only 14% of consumers distinctly remembering specific commercials from past years. Among those who do, Coca-Cola and Wheaties ads, along with spots featuring Michael Phelps and Simone Biles, were the most frequently mentioned.
Coca-Cola enjoys the strongest association with the Olympics, recognized by 49% of consumers, nearly double the next highest brand, Visa (26%). Both brands are official sponsors of the 2024 Games. Other notable mentions include Mastercard (22%), Pepsi (20%), and Apple (17%), none of which are official sponsors this year.
When it comes to apparel, Nike (64%) is the brand most consumers associated with Team USA, fitting, given they’re the official athletic outfitter of Team USA. Ralph Lauren, who’s responsible for the opening ceremony attire, is recognized by 18%, and Skims, known for past collaborations, by 3%.
Olympian-Endorsed Products
Product endorsements by Olympians have a moderate influence on purchasing decisions. Only 13% of consumers say they are significantly more likely to buy a product endorsed by an Olympian they like, while 36% are somewhat more likely. A notable 51% remain unaffected by such endorsements. Gen Z shows a higher propensity to be influenced, with 20% much more likely and 46% somewhat more likely to purchase endorsed products.
Products most likely to benefit from Olympian endorsements include athletic apparel (34%), grocery items (21%), non-apparel workout gear (19%), and nutrition supplements (18%).
Stay in the Game With Data From Numerator
As the Olympics approach, understanding these consumer insights is essential for businesses aiming to capitalize on the event. From viewing preferences to brand associations, each generational nuance offers unique opportunities for targeted marketing and engagement. By leveraging deep consumer understanding, brands can create impactful campaigns that resonate with their audiences and enhance their presence during the world’s most-watched sporting event. For more information on how your business can benefit from consumer data, reach out to our team today.
