In its most recent OMD Consumer Intelligence Study, which was centred on the 2024 Paris Olympics and Paralympics competition, mediaReach OMD provided insights on opportunities that brands and marketers can take advantage of for upcoming international sporting events as part of its thought leadership contribution to the growth of the marketing communications industry and businesses.
The research findings demonstrated an intriguing congruence with anticipated customer behaviour in multiple African countries. Brands and other stakeholders that are keen to comprehend the ramifications of this worldwide event will find that the data from the post-campaign report provides compelling insights, BrandSpur news brand reports.
The report’s primary conclusions highlight:
1. Exceptional Viewership: A staggering 95% of participants said they watched the Olympics, demonstrating the event’s widespread popularity and the value of well-planned outreach initiatives. Out of all the games, football (51%), basketball (29%), athletics (25%), and swimming (21%), were the top four sports of interest. Nonetheless, just 25% of respondents reported watching award shows, most likely as a result of Nigerians’ low participation rate, which may have lowered interest. 35% of the respondents watched the closing ceremony as part of the finale, while 62% of the respondents watched the opening ceremony.
2. Influence of Major Events: 78% of viewers indicated that big incidents or news impacted their viewership throughout the games. This demonstrates the dynamic character of audience participation and the variables that may influence watching preferences.
3. Positive Attitude Towards the Paralympics: A few weeks after the main Olympics, 59% of respondents said they would be interested in watching the Paralympics. Looking ahead, 67% of respondents said they would be willing to watch and follow the 2028 Olympic Games in Los Angeles, indicating that the attitude is still optimistic. According to 79% of respondents, their choice would alter if there was a strong showing of Nigerian athletes competing in the Los Angeles Olympic Games in 2028.
4. 84% of respondents stated that they would be interested in going as part of experiential possibilities if official Olympic fan activities, such as open viewings, interactive exhibitions, athlete meet-and-greets, etc., were held in their towns. A little over 94% of respondents said they would prefer to see more local brands linked to the Olympic Games in 2028. This excitement lays a solid basis for upcoming marketing plans and brand activations as Los Angeles gets ready to host the Olympics for the third time.
Even if sporting events like the Olympics present chances for marketers and brands in Nigeria, it has to be seen how effectively these opportunities are being utilised.
