arnold worldwide research predicts gold for sochi olympic sponsors

8/13/2019 ARNOLD WORLDWIDE RESEARCH PREDICTS GOLD FOR SOCHI OLYMPIC SPONSORS

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ARNOLD WORLDWIDE RESEARCH PREDICTS GOLD FOR SOCHI OLYMPIC SPONSORS

Brands Benefit from Olympics Broad Audience and Halo of Authenticity

• 82% of the population will or might follow the Sochi Olympics

• 74% of Olympics followers will be consuming content on multiple devices

simultaneously

• 62% of consumers likely to share Olympics content via social media

BOSTON, Feb 12, 2014: With an expected audience of more than three billionviewers worldwide1, new research by Arnold Worldwide shows that sponsor brandswill benefit from the broad global audience as well as the integrity and authenticity ofthe Olympic Games brand.

Arnold Worldwide evaluated the Olympic Games brand value on a proprietary indexof velocity that measures trust (in what the brand stands for) and dynamism (how thebrand behaves).

“Among sports organization, the Olympics has high velocity-–more trusted than anyother sports organization, with higher dynamism than all but the NFL,” said Neela Pal,

Global Director of Brand and Business Strategy. “Both the Olympics and other sportsorganizations are perceived as traditional and fun, however, the Olympics is alsoviewed as having integrity and being authentic. With advertising spend during thegames expected to reach record levels, that’s an important advantage for brandsamong this rare broad audience.”

Benefits of Sponsorship

Olympic-sponsoring brands achieve trust through high-quality, consistency andreliability; and dynamism by speaking to broader personal and social values such as

providing life balance, valuing sustainability, honesty, helping consumers feel goodabout themselves, and enabling self improvement.

The research shows that the top 3 benefits that sponsorship bestows on a brand areawareness, global impression, and leadership.

In addition, the agency conducted market research on audience engagement for TheSochi Games. The results showed that 82% of the population will (47%) or might(35%) follow the Sochi Olympics over the 17 days of competition.



Consumer Needs for The Games: Immediacy, Connectivity, Engagement

Olympic sponsoring brands can drive greater velocity by infusing attributesassociated with other sports-sponsoring brands around innovation by addressing 3key consumer needs:

Immediacy: The majority of Olympics followers want to experience the Olympics live• 64% of the population who will/might follow the Olympics believe it’s important

to access Olympic content live, as it’s happening.

o This is particularly true of 18-29 year olds, families, and households with

incomes over $70k

• The content that is most relevant to those who follow the Olympics is:

o 56% of those who will/might follow the Olympics plan to consume

sporting events

o 45% of those who will/might follow the Olympics plan to consume sports

highlights

o 45% of those who will/might follow the Olympics plan to consume the

opening ceremonies

Connectivity: While a television presence will be critical for Olympic-sponsoringbrands, digital and mobile presences are equally important with 74% of Olympicsfollowers using multiple devices simultaneously to consume Olympics content.

• 82% of those who will/might follow the Olympics will consume Olympic content

on television

• However, 75% of those who will/might follow the Olympics will consume

Olympic content on their laptop or desktop computers

• And 53% of those who will/might follow the Olympics will consume Olympic

content on their smartphone or tablet

Engagement: Social sharing of Olympic Games content is on the rise with 41% ofconsumers more likely to share Olympic content during the Sochi Olympics thanduring the London Olympics

• 62% of consumers state that they will (31%) or might (31%) share content via

social media

• 81% of those who will or might share content will use Facebook, but 36% plan

to use YouTube, and 34% Twitter.



Research Methodology

Arnold Worldwide conducted an online survey of 400 U.S. respondents, aged 18+,between December 12 and 18, 2013. The survey sample was nationallyrepresentative.

arnold worldwide research predicts gold for sochi olympic sponsors

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