The 2014 Winter Olympics kicked off in Sochi over the weekend. Despite the popularity and reputation that normally surrounds the Olympics, much of the coverage of the Sochi Games, particularly on social media, hasn’t painted the games and the host city in the most positive light. What kind of impression do American viewers have of the games so far?
In Ask Your Target Market’s latest survey, 13% of respondents said they have been following coverage of the Sochi games and all of the preparations very closely. 48% said they’ve been following a little bit of Olympic coverage. And 40% have not followed Olympic coverage at all so far.
Even though there has been a lot of negative talk on social media, 32% of those who have followed Olympic coverage this year said their impression of Sochi and the games has been mostly positive. 23% said their impression has been mostly negative. And 45% said their impression has been mixed or neutral.
One of the most popular events of the games, the Opening Ceremonies, has already taken place. 12% of respondents said they watched the entire show. 24% said they watched some of the Sochi Opening Ceremonies. And 64% did not watch any of it.
31% of viewers said they really enjoyed the Opening Ceremonies. 53% said they somewhat enjoyed the Opening Ceremonies. 15% did not really like them. And just 1% did not enjoy the show at all.
But there are still a lot of events left in the games. 20% said they definitely plan to watch at least some of the Olympic Games in Sochi. 31% said they will probably watch some of the Olympics this year. 23% said they probably won’t watch any of it. And 26% said they definitely won’t watch any of the Olympics this year.
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.
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 February 8 via AYTM’s online survey panel.