During the London Olympics, many Americans have noticed a lot of advertising that features Olympic athletes and Olympic branding. This is hardly a new concept, as athletes and popular organizations are often featured in commercials and other advertising efforts. How many consumers have noticed these types of ads? And how effective is Olympic sponsorship?
Olympic Viewers
In Ask Your Target Market’s latest survey, 32% of US respondents said they have watched quite a bit of the Olympics this year, and another 37% said they have watched at least a little bit of the Olympic Games. 81% of respondents said they have watched the Olympics in the past. And of those who have watched this year, 94% said they have watched Olympic games in the past.
Olympic Advertising
43% of overall respondents said they often see commercials or ads featuring Olympic athletes. 35% of respondents said they sometimes see these types of ads. 13% said they rarely see these ads. And just 10% of respondents said they have never seen ads featuring Olympic athletes.
28% of respondents said they often see ads where a product or brand associates itself with the Olympics as a whole. 36% said they sometimes see this type of ad. 14% said they rarely see this type of ad. And 23% of respondents said they’ve never seen an ad where a product or brand associates itself with the Olympics as a whole. Those who have watched the Olympics in the past were much more likely to see ads that feature Olympic athletes and slightly more likely to see ads where a brand associates itself with the Olympics.
Buying Decisions
Overall, only 5% of consumers said that Olympic ads definitely influence their buying decisions. 10% of survey takers said that these types of ads somewhat impact their buying decisions. Another 10% said that these types of commercials can influence their buying decisions, but only for certain types of brands or products. 75% of consumers said that ads associated with the Olympics never impact their buying decisions. Those who sometimes see ads that associate a brand or product with the Olympics were slightly more likely to say that those ads affect their buying decisions than those who sometimes see ads featuring a specific athlete.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
Photo Credit: 2010 Vancouver Winter Olympics from Flickr
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on August 5 via AYTM’s online survey panel.
