All eyes on the Olympics
The 2024 Summer Olympics are seeing a significant uptick in U.S. viewership compared to the Tokyo Summer Olympics held in 2021, with 75% of self-described sports fans (compared to just 65% in 2021) and 59% of the general population (compared to just 49% in 2021) planning to watch at least part of the Olympics, according to a Seton Hall University sports poll.
According to the survey, the most popular competitions are gymnastics, swimming, basketball and track and field. In a press release, Seton Hall Professor Charles Grantham said that the games “feature a better time difference to see more competitions live” as compared to Tokyo in 2021.
The projected increase in viewership is proving to be true according to an NBC Sports release on July 31, 2024, with a total audience delivery of 34.7 million viewers on NBC, Peacock and across NBCU platforms – nearly doubling the opening Tuesday of competition for the Tokyo Olympics (18.4 million across all platforms).
The Seton Hall University sports poll was conducted June 19th to June 21st and includes responses from 1,611 U.S. adults. Learn more.
Brands at the Olympics
So, what does this increased viewership mean for brands? A survey from Numerator looked at the advertising recall from past Olympics and found that only 14% of consumers distinctly remember specific commercials from past years. In addition, the survey found that only 13% of consumers say they are significantly more likely to buy a product endorsed from an Olympian they like. However, Gen Z is 20% much more likely.
According to Numerator, athletic apparel and grocery items are the top products most likely to benefit from Olympian endorsements.
The survey by Numerator was conducted in July 2024 among 10,000 U.S. consumers. Learn more.
When are employed Americans tuning into the Olympics?
More than 7.6 million employed Americans are projected to call in sick (even though they’re not sick) so they can watch the 2024 Summer Olympics, according to a survey by The Harris Poll on behalf of UKG. The reason behind this may be that more than half (57%) of employed Americans report that they do not feel comfortable asking their manager for time off to watch the 2024 Summer Olympics.
Of the employees surveyed who plan to watch the 2024 Summer Olympics, 27% say they’ll be less productive at work due to watching during work hours. Only 31% of employed Americans surveyed plan to watch the competition on demand or on delay.
The survey by The Harris Poll on behalf of UKG was conducted online within the U.S. from June 11 to June 13, 2024, among 1,122 adults ages 18 and older, among whom 657 plan to watch the 2024 Summer Olympics. Learn more.