Vancouver Olympics 2006 Main Preso - all countries

Bringing science to the art of sponsorship

2006 Olympic Global Brand Research

All Countries Summary

Table of Contents

Methodology & Sample

Review of Objectives

Consumers Awareness & Appeal of Events

Favourite Olympic Winter Sports

Olympic BrandAttitudes Towards

Values

Consumption

Awareness and Impact of Sponsorship


Methodology & Sample

12 Markets in 2006 Study

UK

Americas

Brazil

Mexico

USA

S. AfricaEurope

France Germany

Italy

Russia

Canada

Asia

Japa

n

China

12 Markets representing over one third of the world’s population

China – sample point differences

Tier 1 City

Tier 2 City

Shenyang

Shanghai

Guangzhou

Beijing

Nanjing

Shenzhen

Chengdu

Wuhan

2004Interviewing undertaken in 3 cities

2006Broadened sample points to include tier 2 cities as well as Tier 1 cities

In each study, the total Chinese sample was split evenly amongst the cities

Interview Technique

Face to face interviewing with at least 3 sample points/cities per market

Same fieldwork agencies as 2004 used in 2006 to ensure consistency

Timing

Interviewing started on 27th February, the day after the 2006 Winter Olympic Games closing ceremony

Methodology

Respondents

Aged 12 to 55 with quota controls on:

- Gender = 50% male; 50% female

- Age = 25% 12-19; 25% 20-30; 25% 31-40; 25% 41-55

- Socio-economic group = representative of national populations

Those associated with sports marketing, advertising, market research, public relations or journalism were excluded from the sample

Sample Size

500 respondents in all markets, except China and USA where 1,000 were recruited due to the populous nature of these 2 markets (7,000 Total)

Sample




Research will be used to …

Appreciate the current position of the Olympic Winter Games

Continue to effectively market and manage the Olympic Brand as part of ongoing tracking of the brand

Recognise how consumers interact with the event in order to ensure future Olympic Games are delivered in relevant fashion, one that engages the audience in an optimum way

Explore what the Olympic Games means as a commercial platform

Appreciate the value of sponsorship in order to optimise the effectiveness of TOP sponsor servicing


Consumers

Awareness & Appeal of Events

Favourite Olympic Winter Sports

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

4 5 6 7

Appeal of Event (Mean Score)

Aw

are

of

Eve

nt

Olympic Games

Wimbledon Tennis Championships

Extreme Sports X Games

Oscars Ceremony/Academy Aw ards

World Athletics Championship

MTV Music Aw ards

Formula One (F1) Motor Racing

NBA Championships

NHL Stanley Cup

Football World Cup

NFL Superbow l

Olympic Winter Games

National Football (Soccer) League


Base: Aware of Event - All respondents; Appeal of Event - Respondents aware of event

Average Appeal = 5.8

All Countries

Olympic Games


Average Aware = 77%

Notes: Since the Rugby World Cup was only asked in UK, France, Italy, Canada, USA & South Africa & the Asian Games was only asked in China & Japan, the figures for these events has not been included in the “All Countries” report. Dotted lines cross at average awareness & appeal; Shaded area denotes high awareness & high appeal

40%

50%

60%

70%

80%

90%

100%

4.5 5.5 6.5 7.5


Aw

are

of

Eve

nt

Summer Olympic Games





MTV Music Aw ards


Football World Cup

Winter Olympic Games

National Football League

40%

50%

60%

70%

80%

90%

100%

4.5 5.5 6.5 7.5


Aw

are

of

Eve

nt

Olympic Games





MTV Music Aw ards


Football World Cup


National Football (Soccer) League

Awareness & Appeal of Events2006 vs. 2004

Base: Aware of Event - All respondents; Appeal of Event - Respondents aware of event

All Countries

Notes: Arrows denote change from 2004 to 2006


Market Highlights

• The Olympic Winter Games is rated the most appealing event in: Italy*, Russia, Canada (Russia has highest appeal rating – 7.9/10)

• The Olympic Games (summer) is rated the most appealing event in: France and Japan (Japan has highest appeal rating – 7.9/10)

• Football World Cup is most appealing event in:

UK, Germany, Italy*, Brazil, Mexico, China^, S. Africa;

• In US, Summer and Winter Games second only to NFL Superbowl In Germany, Summer Games is second only to World Cup

• Russia – Winter and Summer Olympic Games both considerably more appealing than next best World Cup

* In Italy, World Cup and Winter Games equal top

^ In China MTV Awards equal top

40%

22%19% 18% 17% 17% 16%

14% 13%11% 10% 9% 9%

7%5%

3% 2%4%

Figure

Ska

ting

Ice

Hockey

Speed S

katin

g

Ski J

umpin

g

Snowboard

Bobsleig

h

Skiin

g (gener

al, n

ot spec

ified

)

Skatin

g (gen

eral,

not spec

ified

)

Alpin

e Ski

ing

Freest

yle S

kiin

g

Biath

lon

Curling

Cross

-Country

Ski

ing

Luge

Short Tra

ck

Skele

ton

Nordic

Com

bined

Oth

er

Favourite Winter Olympic Sports

Q. Please can you tell me which are your favourite Winter Olympic sports – you may name up to three?

All Countries

All Mentions

Average 14 %

Favourite Winter Olympic Sports

Market Highlights

• Interest in Olympic Winter Sports has strong correlation with medal success

• Figure skating is the main attraction; number one in 6 markets; France, Italy, Russia, Mexico, China and Japan

• While Ice Hockey is the second most favourite across all markets, it is ranked first in just one country; South Africa

• Skiing is top in three markets; Brazil, Canada and the US

• Snowboarding is second (25%) ranked amongst the 12-19 year olds, first is figure skating (35%)


Olympic Brand

Attitudes Towards

Values

Consumption

77

67

68

73

75

65

61

69

73

50

70

65

12

26

8

10

7

16

12

7

9

12

13

7

Disagree % (1-2) Agree % (4-5) Mean Score

4.1

4.1

3.9

4.0

Opinions on Olympic Games

3.9

Q: For the following statements about the Olympic Games, please tell me how much you agree with the statement using a scale of 1-5 where 1 is do not agree at all and 5 is agree fully.

3.4

4.1

3.7

4.1

3.9

The Olympic Games are special as they happen only once in a while

No other event brings the world together quite like the Olympic Games

The Olympics Games exposes me to sports that I wouldn't normally be interested in

The Olympic Games is more than just a sports event

The Olympic Games is the pinnacle of all sporting events

The Olympic Games helps me to appreciate different cultures

There is no better achievement in sport than winning an Olympic gold medal

The Olympic Games provide a good role model for children

My enjoyment of the Olympic Games is spoiled by drugs or doping issues

The Olympic Games is as much about taking part as it is about winning

The Olympic Games has something for everyone 4.0

4.0

Note: Highest mean score; Lowest mean score

The performance of Olympic athletes encourages children to participate in sport

All Countries


Q: Why do you agree with the statement “The Olympic Games has something for everyone”?

All Countries

35%

16%

10%8% 8%

6%4% 3% 3%

The div

ersi

ty/v

arie

ty o

f sports

You a

re s

ure to

see

one

spo

rt yo

u lik

e

Natio

nal p

ride/

can

follo

w my

coun

try

Differ

ent c

ulture

s co

min

g toget

her

It en

coura

ges p

eopl

e to

take

par

t in s

port

All co

untri

es a

re re

prese

nted

It en

com

pass

es a

ll ra

ces/

gender

/ages

It is

an in

tern

atio

nal/g

lobal

eve

nt

A chan

ce to

see

the

best a

thle

tes

Base (4,584): Respondents agreeing with statement “The Olympic Games has something for everyone” (scoring 4 or 5 out of 5)


Q: Why do you disagree with the statement “The Olympic Games has something for everyone”?

All Countries

33%

12% 11%8%

6% 6% 5% 4% 3%

Not e

very

one e

njoy

s sp

ort

There

is n

othin

g to in

tere

st m

e

It is

not

div

erse

enough

/not a

ll sp

orts

are

r...

They a

re m

eanin

gless

to m

e

It is

not

repre

senta

tive

of all

people

/cultu

re

It is

bor

ing

Not a

ll peo

ple

are

athle

tic

Not e

very

one e

njoy

s win

ter s

ports

It only

has

mea

ning to

the

athl

etes

Base (592 – 8%): Respondents disagreeing with statement “The Olympic Games has something for everyone” (scoring 1 or 2 out of 5)


Drivers of Interest/Market Highlights

Agree with Statement Total High Low

Games are special as happen once in a while 77% 88% 66%

Performance of Olympic athletes encourages children to participate in sport 75% 92% 45%

More than just a sports event 73% 90% 60%

Good role model for children 73% 94% 48%

As much about taking part as winning 70% 87% 42%

No better achievement in sport than winning an Olympic gold medal 69% 89% 46%

AuthenticBeing the best

Celebration

Determination

Dynamic

Equality

Eternal

Excellence

Exciting

Fair Play

Festive

Friendship

Glamorous

GlobalHeritage & traditionInclusive

Innovative

Inspirational

Optimism

Too commercialized

Participation

Patriotic

Peace

Political

Respectful

Spiritual

Striving

TrustworthyUnity

2

Imagery of Olympic Games

[Mean Scores: 1 = Does Not Apply → 10 = Applies Fully]

All Countries

Note: Highest mean score; Lowest mean score; Shaded area in grey is “All Countries”

Q: Please say how much or how little each descriptor applies to the Olympic Games using a scale of 1-10 where 1 is does not apply at all and 10 is applies fully

10



Average of all descriptors = 7.4

All Countries


1st Tier 2nd Tier 3rd Tier

Descriptor Mean Score Descriptor Mean Score Descriptor Mean Score

Global 8.3 Unity 7.7 Authentic 7.3

Striving 8.2 Festive 7.7 Equality 7.3

Excellence 7.9 Heritage & tradition 7.6 Trustworthy 7.3

Determination 7.9 Peace 7.6 Inclusive 7.1

Participation 7.9 Friendship 7.6 Eternal 6.9

Being the best 7.9 Respectful 7.5 Glamorous 6.9

Celebration 7.9 Inspirational 7.5 Innovative 6.9

Dynamic 7.9 Fair Play 7.5 Spiritual 6.3

Patriotic 7.8 Optimism 7.5 Political 6.1

Exciting 7.8 Too commercialized 5.7



All Countries


Descriptor Mean High Low

Global 8.3 9.0 7.8

Striving 8.2 9.0 7.1

Excellence 7.9 8.7 7.1

Determination 7.9 9.0 6.6

Participation 7.9 8.6 7.4

Being the best 7.9 8.9 7.3

Celebration 7.9 8.7 7.1

Dynamic 7.9 8.3* 6.9

Patriotic 7.8 8.6 7.0

Exciting 7.8 8.5 6.5

Unity 7.7 8.4 6.8~

Festive 7.7 8.5 6.5

Heritage & tradition 7.6 8.6 6.6

Peace 7.6 8.8 6.3

Friendship 7.6 8.6 6.6

Descriptor Mean High Low

Respectful 7.5 8.6 7.0

Inspirational 7.5 8.4 6.0

Fair Play 7.5 8.0 6.4

Optimism 7.5 8.5 5.2

Authentic 7.3 7.8 6.3

Equality 7.3 8.0 6.2

Trustworthy 7.3 8.0 6.4

Inclusive 7.1 8.0 5.9

Eternal 6.9 7.9 5.9

Glamorous 6.9 8.2 3.8

Innovative 6.9 7.8 5.7

Spiritual 6.3 7.7 4.5

Political 6.1 7.8 5.2

Too commercialized 5.7 7.3^ 3.8

Note: *Russia & Brazil both scored 8.3; ^Brazil & Mexico both scored 7.3; ~France & Japan scored 6.8

Values of Olympic Brand

Market Highlights

• ‘Global’ is ranked 1st by UK, France, US and China (Similar to 2004)

• ‘Striving’ is 1st by Russians, Mexicans and Japanese

• Italians place ‘Festive’ top after having played host in 2006

• ‘Unity’ is ranked top by S Africans

• Germany put ‘Excellence’, Brazil ‘Peace’ and Canada ‘Determination’ as their top values

• Across all demographics the top value is ‘Global’

Olympic TV Viewing Levels

12%

22%

26%

21%

18%

1%

I watched it everyday

I watched it often, around threeor four times a week

I watched it occasionally,perhaps once or twice a week

I didn't see very much of it,watching maybe once or twice

overall

I didn't watch it at all

Don't know

All Countries

Q: As you may or may not know, the Winter Olympic Games were staged in Turin/Torino in Italy this year. The Games lasted for 17 days. Which of the following statements best describes how much of

the event you watched on television?

Respondents who watched some TV coverage of the 2006 Olympics

Net Reach = 81%

41%

35% 34%

27%

20% 19% 18%

10% 10% 10%8%

6% 6%3%

To watc

h ath

lete

s fro

m m

y country

com

pete

I just

like

sports

in g

eneral

To support

my

country/n

atio

nal p

ride

There a

re c

erta

in s

ports th

at I

follo

w

To watc

h cer

tain

ath

lete

s com

pete

Just

beca

use it

is a

big

eve

nt

I enjo

y the

cerem

onies

My

frien

ds/fa

mily

watc

h it

I lik

e th

e pagea

ntry

Just

to k

eep in

form

ed

It's

on TV s

o much

To exp

erience

other c

ulture

s

There's

noth

ing b

etter t

o wat

ch on T

V

Every

one's

talk

ing a

bout it

Q: It would appear that you watched quite a lot of the Winter Olympic Games on television. What was it about the Winter Olympic Games that made you watch it?

Base (2,445): Respondents stating that they watched the Winter Olympic Games everyday or often

All Countries


All Mentions

26%

18% 17%

12% 12%9%

5% 5%

Did n

ot inte

rest

me

Did n

ot hav

e tim

e

Too busy

with

work

/sch

ool

Do not l

ike s

port

Did n

ot know th

e G

ames

wer

e on

Do not l

ike/n

o traditi

on in w

inte

r sports

Do not h

ave

cable

TV

Do not h

ave/

wat

ch T

V

Q: Why didn’t you watch any of the Winter Olympic Games on television?

Base (1,242 - 17%)): Respondents who did not watch any TV coverage of the Winter Olympic Games

All Countries


88%

76%

87%92%

85% 87%91%

94%

84%

97% 97%

77%81% 81%

89%86%

93% 95%

46%

91% 89%

80% 82%

97%

51%


% Net Viewership Reach - % watching some coverage of the Olympic Games

2006 Winter Olympics

2004 Summer Olympics

Note: Key points

By Market

n.a.

88%91%

86%90% 88% 88% 87%

81%84%

79% 81% 79% 81%84%


% Net Viewership Reach - % watching some coverage of the Olympic Games

Note: Key differences

2006 Winter Olympics

2004 Summer Olympics

By Age & Gender

72

47

32

46

30

16

34

41

27

38

Olympic TV Viewing - StatementsAll Countries


4.0

2.9

2.8

3.3

Almost all of my Winter Olympic TV viewing is done in my own home

Some of the most memorable TV moments involve the Winter Olympic Games

More often than not, I watch the Winter Olympics with friends and family rather than on my own

I enjoy watching other sports events on TV much more than I do watching the Winter Olympic Games

3.2

Base (5,780): Respondents who watched some TV coverage of the 2006 Winter Olympics

Note: Highest mean score; Lowest mean score;

I watch the Winter Olympics to keep informed as everybody else talks about it

Q: I am going to read some statements to you about TV viewing of the Olympics. Can you please tell me how much they apply to you on a scale of 1-5 where 1 is does not apply at all and 5 is applies fully.

33%

22%

10%

6% 6% 5% 4% 3% 2% 2% 2% 2% 2% 2%

Oth

er s

ports a

re m

ore in

tere

sting/e

xciti

ng

Prefe

r to w

atch

footb

all (

socce

r)

Do not l

ike w

inte

r sports

Not fam

iliar w

ith w

inte

r sports

Favourit

e sport

not inclu

ded in W

inte

r Gam

es

Prefe

r sports

show

n more

regula

rly

Oly

mpic

s are

only

eve

ry 4

year

s

Follow

my

favo

urite

team

Prefe

r to w

atch

NHL

Do not l

ike O

lym

pic s

ports

Prefe

r to w

atch

Footb

all W

orld C

up

Prefe

r Sum

mer O

lym

pic s

ports

More

fam

iliar w

ith a

thle

tes

Prefe

r to w

atch

(Am

eric

an) footb

all

Q: Why do you enjoy watching other sports events on TV more than watching the Winter Olympic Games?

Base (1,723 – 25%): Respondents agreeing (scoring 4 or 5 out of 5) with the statement “I enjoy watching other sports events on TV much more than I do watching the Winter Olympic Games”

All Countries

Olympic TV Viewing - Statements

Keeping Informed

Q. Other than TV, there are other ways in which you may have followed the Winter Olympic Games. Please tell me which of the following sources, if any, you used to keep informed

about this year’s Winter Olympic Games.

All Countries

26%

52%

17%

4%

39%

The Internet

Newspapers

Magazines

Mobile/Cell Phone

No answer

72%

27%

10%

Searc

h Engin

es

Med

ia W

ebsi

tes

Olym

pic W

ebsi

tes

Websites Used to Keep Informed

Q. Please can you tell me which websites you visited to get Winter Olympic Games information?

All Countries

Base (1,853): Respondents stating they used the internet to keep informed about this year’s Winter Olympic Games

30%

11% 10% 9% 8%6% 5% 5% 5% 4% 4% 4% 4% 3% 2% 2% 2%

Websites Used to Keep Informed

Q. Please can you tell me which websites you visited to get Winter Olympic Games information?

All Countries

Base (1,853): Respondents stating they used the internet to keep informed about this year’s Winter Olympic Games

Keeping Informed in Future

Q. In the future do you think you will want to…

All Countries

20%

31%

43%

…receive Olympic Gamesinformation or broadcasts through

your mobile/cell phone?

…watch Olympic Games coverageon the internet/via “webcasts”?

…watch Olympic Games coverageon HDTV (high definition TV)?

% YesHighest % score Lowest % score

China 44% Germany 4%

China 83% Italy 22%

China 63% France 12%


Olympic Sponsor Statements

61

56

66

67

55

75

42

12

14

7

9

18

4

28


Q. Still thinking about the Olympic Games and its sponsors, can you tell me the extent to which you agree or disagree with each of these statements, using a scale of 1 to 5, where 1 means you disagree strongly and 5 means you agree strongly?

All Countries

Olympic Sponsors are leaders in their industries

Olympic sponsors would be appreciated more if their support of the Olympics was better publicised

Olympic sponsors would benefit from linking their advertising and promotions with Olympic ideals

I expect Olympic sponsors to use their association with the Olympic Games to help sell their products and/or services

Sponsors provide vital support and funding to help ensure the Olympic Games take place

Knowing a company is a sponsor of the Olympic Games would make me more likely to consider their products or services

Note: Highest mean score; Lowest mean score; 2004 figures

62% believed the sponsors/suppliers to be partly or solely responsible for financing the 2006 Games23% believed the sponsors/suppliers to be partly or solely responsible for delivering the 2006 Games

4.0

3.8

3.7

3.6

3.9

4.2

3.2

I don’t respect companies that try to associate themselves with the Olympic Games when they’ve not contributed funds to

sponsor the event

Olympic Sponsors - Statements

8

13

14

18

10

6

30

69

62

57

56

67

74

42

Net Figure Mean Score

-4

+14

-17

-19

42

35

27

27

28

39

44

45

Disagree % (1-2) Agree % (4-5)

Q. I’d like you to consider other events and their sponsors. Please tell me the extent to which you agree or disagree with each of these statements using a scale of 1 to 5, where 1 means you disagree strongly and 5 means you agree strongly.

All Countries

Knowing a company is a sponsor of the Olympic Games would make me more likely to consider their products or services

2.9

3.2

2.7

2.7

Note: Highest score; Lowest score; 2004 figures

Results for the Olympic Games are taken from the previous question

Sponsors of Global Properties – Product Consideration

Knowing a company is a sponsor of the Football World Cup would make me more likely to consider their products or services

Knowing a company is a sponsor of Formula One motor racing would make me more likely to consider their products or services

Knowing a company is a sponsor of the MTV Music Awards would make me more likely to consider their products or services

30 42

50

4227

24


3.4

The Olympic Rings

Q. I’d like you now to think about the Olympic Rings, which look like this. Can you tell me the extent to which you agree or disagree with each of the following statements using a scale of 1 to 5 where 1 means

you disagree strongly and 5 means you agree strongly?

All Countries

3.2

If the Olympic Rings appeared on a product or were connected with a service, it would certainly attract my attention

Seeing the Olympic Rings on a product or service is likely to make me feel more positive towards that brand

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Vancouver Olympics 2006 Main Preso - all countries

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