The 2024 Olympics is here, and the world’s gaze is fixed on the host city, Paris, as it prepares to stage the most significant global sporting event. This year’s Olympics promise to be a unique spectacle, captivating audiences in myriad ways
In a bid to provide clients and relevant stakeholders with timely, actionable insights for more informed planning and decision-making, OMD recently conducted a pre-Olympic survey leveraging the panel from its revolutionary tool – The OMD Consumer Intelligence (OCI) in collaboration with Geopoll.
This study aims to uncover pertinent consumer insights surrounding the upcoming global event, including anticipated shifts in media consumption patterns and potential opportunities for brands. The survey, which spans four African countries – Nigeria, Ghana, Kenya, and Tanzania – also explores interest in the event, viewer preferences for various sports and programming, betting trends, and public perception of the event’s cultural and social impact.
The findings reveal a robust interest among Africans, with a significant percentage rating their interest at the highest level.
Key Findings Include:
- General Interest: 7 out of 10 Nigerians expressed a high interest in following the Olympics, and 97% said they intend to watch the games.
- Favorite Sports: Football stands out as the event respondents are most interested in watching – particularly in Ghana (57%) and Nigeria (56%). Basketball, and Athletics are the next preferred sports Nigerians intend to follow, aligning with sports where the country excels and has popular athletes.
- Viewership: Olympic content will be primarily followed on TV (74%) and Mobile (72%); 51% will watch the opening ceremony; 68% prefer to watch entire preferred events rather than just tuning in for the finals.
- Viewing Times: Viewership is projected to increase throughout the day, with respondents saying they are most likely to watch in the evening from 6pm to 11pm (55%).
- Anticipated Category Behavior: The survey also identified opportunities for brands, as viewers intend to upgrade data plans, socialize with friends, engage in sports betting, and consume alcohol, among other activities.
From the report, respondents believe the Olympics have a cultural and social impact in their countries. These findings underscore the immense enthusiasm Africans have for the Olympics, which showcase a wide array of sports that will captivate audiences worldwide.
For a more detailed report with insights, please download here www.mediareachomd.com/olympicsreport or send a mail to [email protected].
About mediaReach OMD
Recognized as the leading independent media specialist in West and Central Africa. mediaReach OMD is a performance-driven marketing company dedicated to empowering clients with the insights needed to make faster, more effective decisions.
With a pioneering spirit, mediaReach OMD has consistently led the transformation of media and advertising practices across Nigeria and the broader West and Central African region, contributing significantly to the future of the industry.
In 2024, marking its 25th anniversary, mediaReach OMD launched the groundbreaking OMD Consumer Intelligence (OCI) tool. This innovative tool combines the company’s extensive experience with the future of consumer intelligence, designed to bring brands closer to their audiences by unlocking relevant and actionable insights with unmatched speed and flexibility.
mediaReach OMD’s commitment to innovation and excellence has earned it numerous accolades, including being named the most awarded agency network in the world and the best-performing media network globally by RECMAs and COMvergence respectively. The company’s dedication to professionalism, responsiveness, innovative service delivery, and integrity has also been recognized, further solidifying its position as a leader in the industry.
For more information about mediaReach OMD and its services, please visit www.mediareachomd.com.
About GeoPoll
GeoPoll is a full-service market and social research agency leveraging mobile technology to deliver thorough, high-quality, cost-effective insights across more than 120 countries globally.
With a vast database of verified respondents and innovative technology platform, GeoPoll provides fast, actionable data for a variety of clients, including many of the world’s leading brands, businesses, marketing agencies, media houses, and development organizations.
Our expertise in media measurement, brand health tracking, customer experience, product and concept testing, advertising testing, and user and attitude studies empowers our clients to make informed, strategic decisions affordably and with speed.
For more information on the sample and methodology for this study or to conduct a research study of your own in Africa or around the world, contact GeoPoll today.
