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The 2016 Rio Olympics are just around the corner. And Visa is one of the major sponsors of the event, as it has been for the past 30 years. Over the years, the Olympic Games have provided a wealth of advertising opportunities for brands in many different industries. Can even a simple connection to the Olympics help a brand’s image? We asked 1,000 respondents about their connections to the Visa brand and then tested one of the company’s 2016 Olympics ads to see if it made any difference among consumers.
Credit Card Market
In Ask Your Target Market’s latest survey, 15% of respondents said that they use credit or debit cards daily. 40% use them a few times a week. 24% use them a few times per month. 6% use them a few times every three months. Just 4% use them less often than once every three months. And 12% are not credit or debit card consumers.Of the major credit card brands, Visa is already the most popular. 61% of credit or debit card consumers said they use Visa cards regularly. And just 42% use the next most popular card brand, MasterCard, regularly. Additionally, 44% of consumers said that they’ve seen at least one advertisement for credit or debit card brands within the past week.
Visa Olympics Ad
Overall, 31% of credit card users said they would be certain or practically certain about choosing Visa the next time they use a credit or debit card. Some of that popularity could be due to the fact that many people already have access to Visa Cards and use them regularly. In fact, of those who regularly use Visa cards, 43% said they would be practically certain about choosing Visa for their next card purchase. However, 23% said they would be certain or practically certain about choosing Visa the next time they apply for a new credit card. And 32% of regular Visa users said they’d be practically certain about choosing Visa the next time they apply for a new card.Of those who viewed Visa’s latest Olympics-themed ad, 33% said they would be practically certain about choosing Visa the next time they use a credit or debit card. And 23% said they would be practically certain about choosing Visa the next time they apply for a new credit or debit card. In addition, 47% of those who viewed the ad said that they are at least somewhat likely to watch coverage of the 2016 Rio Olympics this year. And of those respondents, 39% said they would be practically certain about choosing Visa for their next card purchase. And 26% were practically certain about choosing Visa the next time they get a new card.
Brand Attributes
In general, credit card consumers seem to view the Visa brand as one that is convenient, popular, and one that reflects the type of person they are. Those who viewed the Visa Olympics ad were slightly more likely to view Visa as convenient, which makes sense since the ad points out that Visa is accepted in over 200 countries. But the other factors were not affected in any significant way.
Key Takeaways
Visa’s Olympics ad seems to only be helping the cause of an already popular brand. The actual impact of the ad might be negligible when it comes to credit card consumers in general. But those who plan to actually watch the Olympic Games this year were even more likely to have a positive reaction after seeing Visa’s Olympics ad. And since a good amount of Visa’s advertising is likely to take place during Olympics coverage or at least be targeted toward Olympic viewers, that’s a positive sign for the ad campaign.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: VISA credit card by reynermedia under CC BY 2.0What 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 July 27 via AYTM’s online survey panel.
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