AudienceEngagement:Paris2024SummerOlympicGamesBackground&MethodologyTounderstandaudienceengagementwiththe2024SummerOlympics,thefirstGamesheldaftertheCOVID-19pandemic,ThinkNowconductedaquantitativeresearchstudyamonganationallyrepresentativesampleofTOTALSAMPLESIZE:N=1,550ScreeningCriteriaSurveyMethod?

18+yearsofage?

OnlineSurveyUSadults.RegionalCoverageFieldTiming?

National?

May24–

June6,20242KeyFindingsMostrespondentssurveyed(68%)indicatetheywillwatchatleastsomeofthesportingeventsintheParis2024SummerOlympics.Lessthanhalfreportedwatchingthe2022WinterOlympicsand2020SummerOlympics.Overall,abouthalfagree‘completely’thatwatchingtheUScompetegivesthemasenseofpride.GenZersaretheleastlikelytoagreewiththissentiment.Viewersaremostexcitedaboutwatchinggymnastics,basketball,andswimming.Amongviewers,3-out-of-10plantowatchtheOlympicsdaily;another44%willwatchmostdays.GenXersandBoomersaremostlikelytowatchtheOlympicsviatraditionalnetworkTV;youngercohortsaremorelikelytowatchviaonlineplatforms.3DetailedFindingsOverall,nearly7-out-of-10respondentsindicatetheyareplanningtowatchtheParisSummerOlympics.Non-HispanicWhitesaretheleastlikelyto,asareBoomers.Areyouplanningtowatchatleastsomeofthesportingeventsinthisyear’sSummerOlympics?76%74%75%74%71%68%68%67%62%TotalMarketHispanicsAfricanAmericansAsiansN.H.WhitesGenZ18-26Millennials27-42GenX43-58Boomers59-77(n=1,550)(n=500)(n=250)(n=250)(n=500)(n=242)(n=472)(n=440)(n=343)5Arrowsindicatesignificantdifferenceat95%confidencelevel.Fewerthanhalfreportedwatchingthe2022WinterOlympicsand2020SummerOlympics.MoreGenZerswatchedthe2022WorldCupthantheprevioustwoOlympicgames.HispanicsweretheleastlikelytohavewatchedthepreviousSummerandWinterOlympicsandthemostlikelytowatchthe2022WorldCup.Whichoftheserecentinternationalsportingeventsdidyouwatchatleastsomeofthetimewhentheytookplace?TotalMarketAfricanAmericansN.H.WhitesGenZ18-26Millennials27-42GenX43-58Boomers59-77MaleFemaleHispanicsAsians2022WinterOlympics2020SummerOlympics(heldin2021)2022WorldCup45%46%36%47%50%44%43%38%

38%

53%

40%48%33%49%49%45%48%47%31%33%

31%

46%48%50%41%48%35%52%49%46%

27%

48%

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)6Arrowsindicatesignificantdifferenceat95%confidencelevelagainsttotalmarket.AmongthosewhoarenotplanningtowatchtheSummerOlympics,alackofinterestisandapreferenceforotherformsofentertainmentarethetopreasons.Whatarethereasonsyouarenotplanningtowatchthe2024SummerOlympics?Base:NotplanningtowatchtheOlympicsIdon’tfindtheOlympicsinterestingIpreferotherformsofentertainment46%34%Idon’thavetime/ToomanyotherthingstodoIdon’thaveanyspecificathletestorootforTheOlympicshavebecometoocommercializedIdon’tbelievethecompetitionisfair24%17%12%8%ThereiscontroversysurroundingtheOlympicsThesamecountrieswinallthetime6%5%It’snoteasytoaccessthesportingeventsIwanttosee3%7Arrowsindicatesignificantdifferenceat95%confidencelevel.Gymnastics,basketball,andswimmingaretheSummerOlympicsportingeventsgeneratingthemostinterest.WhichOlympicsportingeventsareyoumostinterestedinwatching/following?Base:PlanningtowatchtheOlympicsTotalMarketAfricanAmericansHispanicsAsiansN.H.Whites(C)38%(D)(E)52%(F)45%32%27%21%23%26%

23%17%12%GymnasticsBasketballSwimmingTrack&FieldBaseball43%38%26%22%21%20%19%19%15%43%40%59%

20%40%43%19%29%Gymnastics38%13%38%

16%21%26%Basketball23%6%

16%SwimmingBeachvolleyballDiving13%

16%11%

10%

21%20%Boxing25%12%

20%MostcommonamongFemalesHigheramongMalesSoccer35%

9%

Base:(n=1,075)(n=376)(n=185)(n=169)(n=313)**Fromalistof23sports,theseweretheTop9.8Arrowsindicatesignificantdifferenceat95%confidencelevel.AmongthoseplanningtowatchtheSummerOlympics,3-out-of-10indicatetheywilldosodaily,primarilythroughNBCand/orothertraditionalTVnetworks.Aboutone-thirdwillwatchtheOlympicsviastreamingplatforms.Duringthe2-weeklongSummerOlympics,howoftendoNBCanditsvariousnetworkswillbecoveringtheOlympics.Howareyouyouthinkyouwillwatchit?mostlikelytowatch?Base:PlanningtowatchtheOlympicsBase:PlanningtowatchtheOlympics(n=1,075)TotalMarketAfricanAmericansN.H.Whites40%HispanicsAsiansNBC/TraditionalnetworkTV(C)(D)(E)(F)Everyday31%44%27%30%16%29%34%Online/streaming(Peacock,NBC.com,etc.)Mostdays49%18%46%19%52%25%44%21%Onlyindayswhenmypreferredsportingeventsareon20%22%Cable/satellite(CNBC,USANetwork,Telemundo[Spanish],etc.)Onlyif/whenIhavetime5%6%5%7%6%Base:PlanningtowatchtheOlympics(n=1,075)(n=376)(n=185)(n=169)(n=313)4%Notsure9Arrowsindicatesignificantdifferenceat95%confidencelevel.BoomersandN.H.WhitesarethemostlikelytowatchtheOlympicGamesviatraditionalnetworkTV,whileMillennialsandGenZersaremorelikelytousestreamingserviceslikePeacock.HispanicsarethemostlikelytowatchthegamesthroughCable/SatelliteTV.NBCanditsvariousnetworkswillbecoveringtheOlympics.Howareyoumostlikelytowatch?Base:PlanningtowatchtheOlympicsAfricanAmericansN.H.WhitesGenZ18-26Millennials27-42GenX43-58Boomers59-77HispanicsAsiansNBC/traditionalnetworkTV28%

35%31%30%34%42%18%45%

36%23%

49%

21%30%

47%

21%46%32%19%54%

16%

26%Online/streaming(Peacock,NBCcom,etc.)34%Cable/Satellite(CNBC,USAnetwork,Telemundo-forSpanish-,etc.)33%

17%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)10Arrowsindicatesignificantdifferenceat95%confidencelevel.Abouthalfofviewersagree‘completely’thatwatchingtheUScompeteintheOlympicsgivesthemasenseofpride.ThissentimentisfeltstrongestbyGenXersandBoomers.Asiansaretheleastlikelytofeelthissenseofpatriotismaswellastogooutoftheirwaytowatchtheirfavoriteevent.Howmuchdoyouagreeordisagreewitheachofthefollowingstatements?TotalMarketCOMPLETELYAGREEAfrican-AmericansN.H.WhitesGenZ18-26Millennials27-42GenX43-58Boomers59-77HispanicsAsiansItgivesmepridetowatchtheU.S.competeintheOlympics49%45%34%53%43%40%

49%41%35%

46%38%50%42%57%47%TheOlympicsissomethingIlookforwardtoevery4years41%41%38%TheinclusionofnewsportslikesurfingandskateboardingisapositivechangefortheOlympicsTheOlympicsisanopportunitytolearnmoreaboutthecultureofthehostcountry35%35%39%40%30%32%37%41%47%

19%

43%31%40%33%41%17%

27%30%30%36%27%33%30%48%

35%26%

29%IgooutofmywaytowatchmyfavoriteOlympicsportingevents30%28%WatchingtheOlympicsisanoccasionformyfamilytogettogether31%34%24%33%30%35%20%

9%

(n=210)DuringtheOlympics,IshareOlympiccontentwithmyfriendsandfamilythroughsocialmedia21%(n=1,075)27%25%19%16%22%28%

(n=354)25%Base:PlanningtothewatchtheOlympics(n=376)(n=185)(n=169)(n=313)(n=172)(n=311)11Arrowsindicatesignificantdifferenceat95%confidencelevel.2-out-of-5ofviewersareeither“very”or“somewhat”likelytopurchaseOlympicmerchandise.Hispanicsexpressedthemostinterestoverall.Amongtheone-quarterwhowerealreadyawareoftheSummerOlympicsmascot,mostsaythey“l(fā)oveit.”HowlikelyareyoutopurchaseanymerchandiseassociatedwiththeHaveyouseenthismascotfortheSummerOlympicsbefore?Olympics(e.g.,clothing,souvenirs,etc.)?Base:PlanningtowatchtheOlympics(1,075)Base:PlanningtowatchtheOlympics(1,075)YESTOPTWOBOX→

VERY/SOMEWHATLIKELY54%

23%HigheramongHispanics45%44%41%33%Whatisyouropinionofthemascotdesign?Base:Thosewhohaveseenthemascotbefore68%Iloveit,it’sacreativeand24%It’sok,butnotBoomersaretheleastlikelytopurchaseanymerchandise.surewhatitisuniquemascotTotalHispanicsAfricanAmericansAsiansN.H.Whites6%Idon’treallylikeit,(n=1,075)(n=376)(n=185)(n=169)(n=313)1%Iamnotsofamiliarwithitisnotmemorable12Arrowsindicatesignificantdifferenceat95%confidencelevel.AppendixParticipantProfileAfrican-AmericansGenZ18-26Millennials27-42GenX43-58Boomers59-77TOTALMARKETMaleFemaleHispanicsAsiansN.H.Whites(A)(B)(C)(D)(E)(F)(G)(H)(I)(J)GENDERFemaleMaleOther(Net)48%48%4%--100%--100%----49%49%2%50%50%--50%50%--50%50%--43%44%13%50%48%3%50%50%--48%48%4%AGE18to2627to4243to5859to77Medianage16%27%25%28%4714%27%26%28%4814%28%26%28%4720%F37%F26%15%3918%31%25%21%4314%36%F26%24%4313%24%26%33%CD51100%------23--100%----34----100%--------100%6751ETHNICITYHispanic/LatinoBlack,African-AmericanAsian19%13%6%16%14%6%18%13%5%100%--100%------100%--------25%18%9%26%15%5%17%15%8%10%10%4%------White(Non-Hispanic)61%63%61%--100%48%52%59%74%REGIONSNortheastMidwestSouth17%21%38%24%18%22%33%16%19%45%A21%14%10%38%E38%DF16%18%C57%CEF9%21%12%24%18%25%CDE36%E21%18%40%21%17%17%39%26%17%19%41%22%16%25%34%24%West27%B43%DF21%DBase:(1,550)(n=739)(n=801)(n=500)(n=250)(n=250)(n=500)(n=242)(n=472)(n=440)(n=343)14Letterindicatesignificantdifferenceat95%confidencelevel