With just over a month until the opening ceremony of the 2024 Summer Olympics in Paris, Civic Science has been continuously tracking consumer interest in the Olympics, and their latest data shows that the percentage of Americans who plan to be at least “somewhat” enthusiastic about watching has remained steady at around 49% since March, with 13% of those planning to be “very” enthusiastic about watching.1.
Among the thousands of insights available from CivicScience data, we explored how potential spectators will watch the game, which sponsors they will support, and where they will buy their sports equipment.
Beyond Olympic sponsors, many retailers are poised to win among potential audiences. This comes at a time when the Olympics are poised to break records in terms of advertising. But which brands will resonate with Olympic audiences? Leveraging our Brand Ranker tool, which continuously scans thousands of “always-on” questions about brands, CivicScience identified the major retail brands with the highest and lowest percentages of customers who plan to watch the upcoming Olympics. Here are some of the top 20 and bottom 20 brands:
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Key findings:
- restaurant: Capital Grille stands out as the top brand with more than eight in 10 customers likely to watch the game, while customers of pizza chains like Domino’s and Pizza Hut (53%) are much less likely to attend.
- ClothingLululemon customers also expect to attend the games in significant numbers, followed by other apparel brands like H&M, American Apparel and Urban Outfitters, while less than half of Carhartt shoppers plan to attend.
- Health and WellnessIt’s clear that audiences are interested in health and wellness: Vitamin Shoppe and rival GNC (69%) both have a significant percentage of customers who plan to watch the Olympics.
- TV Shopping RetailerThe differences are clear in this industry: HSN customers are a much higher viewership rate, more than double that of QVC shoppers.
- Large retail stores: Enthusiasm for following the Olympic games appears to be lower among big-box retail shoppers, with Walmart, Target (55%) and Home Depot (53%) each teetering toward the bottom when it comes to the percentage of their customer base likely to follow the Olympic games.
- carIn the auto industry, the Olympics will likely attract a significantly higher percentage of Fiat customers compared to Chevrolet and U.S. team partner Toyota (53%).
This is just a small part of what CivicScience does. We use these insights to build targeted ad campaigns, reach more persuaded buyers, and increase ad engagement. Want to know how?
