The rescheduled Tokyo 2020 Olympic Games are now 100 days away. Research from GWI reveals that – with global sporting events now being broadcast on multiple digital channels, from social media to streaming services – consumers across the world will keep up with the Games via multiple different ways.
“As the research suggests, digital channels will be paramount for fan engagement, and how that happens with the Olympics is likely to serve as both a test and inspiration for other sports, as the whole industry grapples with how to adapt to a post-Covid-19 world,” said GWI Vice President, Trends and Research, US, Virna Sekuj.
When asked about the extent to which they support having the Olympics take place, the response varied between the countries as well as the generations:
“The Olympics represent a really interesting opportunity to see how major sports will evolve as a result of the pandemic. We’ve seen plenty of leagues operate without fans in their stadiums, and to a pretty strong degree of success. But the Olympics are unique in being a global event of massive proportions, with perhaps only the FIFA World Cup being truly comparable. To see how the Games – as well as their sponsors – manage to activate without fans on the ground, fan zones in various countries, in-person experiences and hospitality – will be telling,” added Sekuj.
TV is still king for both countries when it comes to how people will follow the Games
Americans are also more likely to support prioritizing vaccines for Olympic athletes than those in the UK:
Top Olympic Sports US and UK Consumers Are Most Interested In
When asked which sports they would be most interested in following, there were a few similarities, but it is clear that consumers’ interest in sports are heavily impacted by their country’s pastimes. The top five in the US are swimming, gymnastics, basketball, football and volleyball (in that order) whilst the the top five in the UK are athletics, swimming, gymnastics, football and tennis.
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