mediaReach OMD’s New Study Reveals Opportunities for Nigerian Brands, Marketers to Tap Into Future Olympics Games
As part of its thought leadership of contributing to the growth of the marketing communications industry and businesses, mediaReach OMD, in its recent OMD Consumer Intelligence Study focused on the 2024 Paris Olympics & Paralympics competition shared insights on opportunities that brands and marketers can tap into for future global sporting events.
The study revealed a fascinating alignment with predicted consumer behaviour across several African nations.
The data from the post-campaign report offers compelling insights for brands and stakeholders eager to understand the impact of this global event.
Key findings from the report highlight:
1. Exceptional Viewership: An overwhelming 95% of respondents tuned in to watch the Olympics, underscoring the event’s broad appeal and the effectiveness of strategic outreach efforts. Amongst various games, the top four sports of interest were Football (51%), Basketball (29%), Athletics (25%), and Swimming (21%). However, only 25% of respondents watched award ceremonies, likely due to the low participation of Nigerians, which may have diminished interest. As part of the culmination, the closing ceremony was watched by 35% of the respondents, whereas the opening ceremony was watched by 62% of the respondents.
2. Influence of Major Events: 78% of viewers reported that significant happenings or news impacted their viewership during the games. This illustrates the dynamic nature of audience engagement and the factors that can affect viewing habits.
3. Optimistic Sentiment for the Paralympics: 59% of respondents expressed interest in watching the Paralympics, which took off a few weeks after the main Olympics.
4. Looking ahead, the mood for the 2028 Olympic Games in Los Angeles continues to be positive, with 67% of respondents willing to watch and follow the event. 79% of the respondents said that their preference would change if there was a good representation of Nigerian Athletes partaking in the 2028 Olympic Games in Los Angeles.
5. 84% of respondents said that if official Olympics fan experiences, such as public viewings, interactive exhibits, athlete meet-and-greets, etc., were organized in their cities, they would be interested in attending as part of experiential opportunities. About 94% said that they would like to see more Local Brand(s) associate with the 2028 Olympic Games. This enthusiasm sets a strong foundation for future marketing strategies and brand activations as Los Angeles prepares to host the Games for the third time.
Though Sporting events like the Olympics offer opportunities for brands and marketers in Nigeria, the big question is how well they are being fully tapped.
Stay tuned for more updates as we delve deeper into the evolving landscape of sports and marketing in Nigeria.