The Beijing Olympics 2008 is supposed to be one of the world’s greatest marketing showcases. But are consumers really interested? Forty-five per cent of consumers based in the US, Asia Pacific and Europe, are not even aware that the next games are taking place in Beijing, according to research from Synovate involving 9,500 international consumers.
Forty-five per cent of consumers are aware of the games’ location, however, with Australians the most aware (94%), followed by the French (71%) and Singaporeans (68%).
In marketing terms, 63% claim to notice Olympic sponsors, with awareness levels in post-Olympic countries reaching 78% of Germans, 51% of US respondent and 42% of Australians.
The group is split evenly on the idealistic elements of the Olympics versus cynicism about the marketing. Half agreed with the statement that: “At the end of the day, the games are more about making money than a commitment to an excellence in sport.” Europeans are most cynical, with the French (64%), Polish (61%) and Serbians (60%) all convinced that the games are about cash. More idealistic are the Americans (43%), Australians (39%), Indians (38%) and Dutch (34%).
Eighty-two per cent of people foresee economic benefits for their country in hosting the games. The Thais feel strongest about this – 91% – agree. Sixty-six per cent also think that the games would make their country better known to the rest of the world, with Thais again most convinced at 90%.
For more information on this research and more details on the results, see Synovate’s website here.
November 29, 2007 at 6:04 pm |
[...] Check it out! While looking through the blogosphere we stumbled on an interesting post today.Here’s a quick excerptAre global consumers engaged with the 2008 Olympics and its sponsors? November 29, 2007 by brandstrategy The Beijing Olympics 2008 is supposed to be one of the world’s greatest marketing showcases. But are consumers really interested? Forty-five per cent of consumers based in the US, Asia Pacific and Europe, are not even aware that the next games are taking place in Beijing, according to research from Synovate involving 9,500 international consumers. Forty-five per cent of consumers are aware [...]
November 29, 2007 at 6:11 pm |
[...] Check it out! While looking through the blogosphere we stumbled on an interesting post today.Here’s a quick excerptAre global consumers engaged with the 2008 Olympics and its sponsors? November 29, 2007 by brandstrategy The Beijing Olympics 2008 is supposed to be one of the world’s greatest marketing showcases. But are consumers really interested? Forty-five per cent of consumers based in the US, Asia Pacific and Europe, are not even aware that the next games are taking place in Beijing, according to research from Synovate involving 9,500 international consumers. Forty-five per cent of consumers are aware [...]
November 29, 2007 at 6:56 pm |
[...] Read the rest of this great post here [...]
November 29, 2007 at 7:10 pm |
[...] Check it out! While looking through the blogosphere we stumbled on an interesting post today.Here’s a quick excerptAre global consumers engaged with the 2008 Olympics and its sponsors? November 29, 2007 by brandstrategy The Beijing Olympics 2008 is supposed to be one of the world’s greatest marketing showcases. But are consumers really interested? Forty-five per cent of consumers based in the US, Asia Pacific and Europe, are not even aware that the next games are taking place in Beijing, according to research from Synovate involving 9,500 international consumers. Forty-five per cent of consumers are aware [...]
November 29, 2007 at 8:53 pm |
[...] Check it out! While looking through the blogosphere we stumbled on an interesting post today.Here’s a quick excerptAre global consumers engaged with the 2008 Olympics and its sponsors? November 29, 2007 by brandstrategy The Beijing Olympics 2008 is supposed to be one of the world’s greatest marketing showcases. But are consumers really interested? Forty-five per cent of consumers based in the US, Asia Pacific and Europe, are not even aware that the next games are taking place in Beijing, according to research from Synovate involving 9,500 international consumers. Forty-five per cent of consumers are aware [...]