AudienceEngagement:

Paris2024Summer

OlympicGames

Background&Methodology

Tounderstandaudienceengagementwith

the2024SummerOlympics,thefirst

GamesheldaftertheCOVID-19pandemic,

ThinkNowconductedaquantitative

researchstudyamonganationally

representativesampleof

USadults.

TOTALSAMPLESIZE:N=1,550

ScreeningCriteria

SurveyMethod

?18+yearsofage

?OnlineSurvey

RegionalCoverageFieldTiming

?National?May24–June6,2024

2

KeyFindings

Mostrespondentssurveyed(68%)indicatetheywillwatch

atleastsomeofthesportingeventsintheParis2024

SummerOlympics.

Lessthanhalfreportedwatchingthe2022WinterOlympics

and2020SummerOlympics.

Overall,abouthalfagree‘completely’thatwatchingtheUS

competegivesthemasenseofpride.GenZersarethe

leastlikelytoagreewiththissentiment.

Viewersaremostexcitedaboutwatchinggymnastics,

basketball,andswimming.

Amongviewers,3-out-of-10plantowatchtheOlympics

daily;another44%willwatchmostdays.

GenXersandBoomersaremostlikelytowatchthe

OlympicsviatraditionalnetworkTV;youngercohortsare

morelikelytowatchviaonlineplatforms.

3

DetailedFindings

Overall,nearly7-out-of-10respondentsindicatetheyareplanningtowatch

theParisSummerOlympics.

Non-HispanicWhitesaretheleastlikelyto,asareBoomers.

Areyouplanningtowatchatleastsomeofthesportingeventsinthisyear’sSummerOlympics?

68%

74%75%76%

67%68%

74%71%

62%

TotalMarketHispanicsAfricanAmericansAsiansN.H.WhitesGenZ

18-26

Millennials

27-42

GenX

43-58

Boomers

59-77

(n=1,550)(n=500)(n=250)(n=250)(n=500)(n=242)(n=472)(n=440)(n=343)

5

Arrowsindicatesignificantdifferenceat95%confidencelevel.

Fewerthanhalfreportedwatchingthe2022WinterOlympics

and2020SummerOlympics.

MoreGenZerswatchedthe2022WorldCupthantheprevioustwoOlympicgames.

HispanicsweretheleastlikelytohavewatchedthepreviousSummerandWinter

Olympicsandthemostlikelytowatchthe2022WorldCup.

Whichoftheserecentinternationalsportingeventsdidyouwatchatleastsomeofthetimewhentheytookplace?

Total

MarketMaleFemaleHispanics

African

AmericansAsians

N.H.

Whites

GenZ

18-26

Millennials

27-42

GenX

43-58

Boomers

59-77

2022WinterOlympics45%47%44%38%40%49%48%33%48%41%52%

2020SummerOlympics(heldin2021)46%50%43%38%48%49%47%31%50%48%49%

2022WorldCup36%46%27%53%33%45%31%46%48%35%24%

Noneofthese33%28%36%26%31%25%35%32%24%34%38%

Base:(n=1,550)(n=739)(n=801)(n=500)(n=250)(n=250)(n=500)(n=242)(n=472)(n=440)(n=343)

6

Arrowsindicatesignificantdifferenceat95%confidencelevelagainsttotalmarket.

AmongthosewhoarenotplanningtowatchtheSummerOlympics,alackof

interestisandapreferenceforotherformsofentertainmentarethetopreasons.

Whatarethereasonsyouarenotplanningtowatchthe2024SummerOlympics?

Base:NotplanningtowatchtheOlympics

Idon’tfindtheOlympicsinteresting46%

Ipreferotherformsofentertainment34%

Idon’thavetime/Toomanyotherthingstodo24%

Idon’thaveanyspecificathletestorootfor17%

TheOlympicshavebecometoocommercialized12%

Idon’tbelievethecompetitionisfair8%

ThereiscontroversysurroundingtheOlympics6%

Thesamecountrieswinallthetime5%

It’snoteasytoaccessthesportingeventsIwanttosee3%

7

Arrowsindicatesignificantdifferenceat95%confidencelevel.

Gymnastics,basketball,andswimmingaretheSummerOlympicsporting

eventsgeneratingthemostinterest.

WhichOlympicsportingeventsareyoumostinterestedinwatching/following?

Base:PlanningtowatchtheOlympics

Total

MarketHispanics

African

AmericansAsiansN.H.Whites

(C)(D)(E)(F)

Gymnastics43%38%43%52%45%

43%

Gymnastics

38%

Basketball26%

Swimming

Basketball38%40%59%40%32%

Swimming26%19%20%29%27%

Track&Field22%13%38%21%21%

Baseball21%23%16%6%23%

Beachvolleyball20%13%11%16%26%

Diving19%16%10%20%23%

Boxing19%25%21%12%17%

HigheramongMalesMostcommonamong

Females

Soccer15%35%9%20%12%

Base:(n=1,075)(n=376)(n=185)(n=169)(n=313)

**Fromalistof23sports,theseweretheTop9.

8

Arrowsindicatesignificantdifferenceat95%confidencelevel.

AmongthoseplanningtowatchtheSummerOlympics,3-out-of-10indicatetheywill

dosodaily,primarilythroughNBCand/orothertraditionalTVnetworks.

Aboutone-thirdwillwatchtheOlympicsviastreamingplatforms.

Duringthe2-weeklongSummerOlympics,howoftendo

youthinkyouwillwatchit?

Base:PlanningtowatchtheOlympics

NBCanditsvariousnetworkswillbecoveringtheOlympics.Howareyou

mostlikelytowatch?

Base:PlanningtowatchtheOlympics(n=1,075)

Total

MarketHispanics

African

AmericansAsians

N.H.

Whites

40%

NBC/TraditionalnetworkTV

(C)(D)(E)(F)

Everyday31%27%30%16%29%

Mostdays44%49%46%52%44%

34%

Online/streaming

(Peacock,NBC.com,etc.)

Onlyindayswhenmypreferred

sportingeventsareon20%18%19%25%21%

Onlyif/whenIhavetime5%6%5%7%6%

Base:PlanningtowatchtheOlympics(n=1,075)(n=376)(n=185)(n=169)(n=313)

22%

Cable/satellite

(CNBC,USANetwork,

Telemundo[Spanish],etc.)

4%Notsure

9

Arrowsindicatesignificantdifferenceat95%confidencelevel.

BoomersandN.H.WhitesarethemostlikelytowatchtheOlympicGamesvia

traditionalnetworkTV,whileMillennialsandGenZersaremorelikelytouse

streamingserviceslikePeacock.

HispanicsarethemostlikelytowatchthegamesthroughCable/SatelliteTV.

NBCanditsvariousnetworkswillbecoveringtheOlympics.Howareyoumostlikelytowatch?

Base:PlanningtowatchtheOlympics

HispanicsAfrican

AmericansAsians

N.H.

Whites

GenZ

18-26

Millennials

27-42

GenX

43-58

Boomers

59-77

NBC/traditionalnetworkTV28%35%34%45%23%30%46%54%

Online/streaming

(Peacock,NBCcom,etc.)34%31%42%36%49%47%32%16%

Cable/Satellite

(CNBC,USAnetwork,Telemundo-forSpanish-,etc.)33%30%18%17%21%21%19%26%

Notsure5%5%6%2%7%3%3%4%

Base:(n=376)(n=185)(n=169)(n=313)(n=172)(n=354)(n=311)(n=210)

10

Arrowsindicatesignificantdifferenceat95%confidencelevel.

Abouthalfofviewersagree‘completely’thatwatchingtheUScompeteintheOlympics

givesthemasenseofpride.ThissentimentisfeltstrongestbyGenXersandBoomers.

Asiansaretheleastlikelytofeelthissenseofpatriotismaswellastogooutoftheirwaytowatchtheir

favoriteevent.

Howmuchdoyouagreeordisagreewitheachofthefollowingstatements?

TotalMarket

COMPLETELYAGREEHispanics

African-

AmericansAsians

N.H.

Whites

GenZ

18-26

Millennials

27-42

GenX

43-58

Boomers

59-77

ItgivesmepridetowatchtheU.S.competein

theOlympics45%53%40%49%35%46%50%57%

49%

TheOlympicsissomethingIlookforwardto

every4years34%43%41%41%38%38%42%47%

41%

Theinclusionofnewsportslikesurfingand

skateboardingisapositivechangeforthe

Olympics

35%

39%40%30%32%37%41%47%19%

TheOlympicsisanopportunitytolearnmore35%

aboutthecultureofthehostcountry43%40%41%30%36%33%48%26%

IgooutofmywaytowatchmyfavoriteOlympic

30%

sportingevents31%33%17%30%27%30%35%29%

WatchingtheOlympicsisanoccasionformy

familytogettogether31%34%27%24%33%30%35%20%

28%

DuringtheOlympics,IshareOlympiccontent

withmyfriendsandfamilythroughsocialmedia27%25%19%16%22%28%25%9%

21%

Base:PlanningtothewatchtheOlympics(n=1,075)(n=376)(n=185)(n=169)(n=313)(n=172)(n=354)(n=311)(n=210)

11

Arrowsindicatesignificantdifferenceat95%confidencelevel.

2-out-of-5ofviewersareeither“very”or“somewhat”likelytopurchaseOlympic

merchandise.Hispanicsexpressedthemostinterestoverall.

Amongtheone-quarterwhowerealreadyawareoftheSummerOlympicsmascot,mostsaythey“l(fā)oveit.”

Howlikelyareyoutopurchaseanymerchandiseassociatedwiththe

Olympics(e.g.,clothing,souvenirs,etc.)?

Base:PlanningtowatchtheOlympics(1,075)

HaveyouseenthismascotfortheSummerOlympicsbefore?

Base:PlanningtowatchtheOlympics(1,075)

TOPTWOBOX→VERY/SOMEWHATLIKELY

YES

23%

54%

Higheramong

Hispanics

41%

44%45%

33%

Whatisyouropinionofthemascotdesign?

Base:Thosewhohaveseenthemascotbefore

Boomersaretheleast

likelytopurchaseany

merchandise.

68%

Iloveit,it’sa

creativeand

uniquemascot

24%

It’sok,butnot

surewhatitis

TotalHispanicsAfricanAmericansAsiansN.H.Whites

(n=1,075)(n=376)(n=185)(n=169)(n=313)

6%

Idon’treallylikeit,

isnotmemorable

1%

Iamnotsofamiliarwithit

12

Arrowsindicatesignificantdifferenceat95%confidencelevel.

Appendix

ParticipantProfile

TOTAL

MARKET

MaleFemaleHispanicsAfrican-

GenZ

18-26

Millennials

27-42

GenX

43-58

Boomers

59-77

AmericansAsiansN.H.Whites

(A)(B)(C)(D)(E)(F)(G)(H)(I)(J)

GENDER

Female48%--100%49%50%50%50%43%50%50%48%

Male48%100%--49%50%50%50%44%48%50%48%

Other(Net)4%----2%------13%3%--4%

AGE

18to2616%14%14%20%F18%14%13%100%------

27to4227%27%28%37%F31%36%F24%--100%----

43to5825%26%26%26%25%26%26%----100%--

59to7728%28%28%15%21%24%33%CD------100%

Medianage4748473943435123345167

ETHNICITY

Hispanic/Latino19%16%18%100%------25%26%17%10%

Black,African-American13%14%13%--100%----18%15%15%10%

Asian6%6%5%----100%--9%5%8%4%

White(Non-Hispanic)61%63%61%------100%48%52%59%74%

REGIONS

Northeast17%18%16%14%16%21%18%21%17%17%16%

Midwest21%22%19%10%18%C12%25%CDE18%17%19%25%

South38%33%45%A38%E57%CEF24%36%E40%39%41%34%

West24%27%B21%38%DF9%43%DF21%D21%26%22%24%

Base:(1,550)(n=739)(n=801)(n=500)(n=250)(n=250)(n=500)(n=242)(n=472)(n=440)(n=343)

14

Letterindicatesignificantdifferenceat95%confidencelevel.

WhichOlym