Latest OMD Consumer Intelligence Study Reveals Heightened Interest, Viewing Habits Ahead 2024 Paris Olympics

As the world eagerly anticipates the 2024 Olympic Games in Paris, a new study conducted by mediaReach OMD in collaboration with GeoPoll, has unveiled fascinating insights into how African audiences plan to engage with the global sporting event.

The research which offers a comprehensive look at viewer preferences, media consumption patterns, and potential opportunities for brands across four key African nations: Nigeria, Ghana, Kenya, and Tanzania is a part of the OMD Consumer Intelligence (OCI) initiative. This comes at a crucial time as brands and stakeholders seek to capitalize on the immense popularity of the Olympics in Africa. With the games set to begin, the findings provide a roadmap for targeted marketing strategies and underscore the cultural significance of the event across the continent.

One of the most striking revelations from the study is the extraordinary level of interest in the Olympics among African audiences. In Nigeria, a staggering 7 out of 10 respondents expressed high interest in following the games, with an almost unanimous 97% indicating their intention to watch the event. This enthusiasm is mirrored across the other surveyed countries.

While football emerges as the most anticipated event, particularly in Ghana (57%) and Nigeria (56%), the study also reveals interests in other sporting activities. Basketball and athletics follow closely behind in Nigeria.

The research paints a picture of a tech-savvy audience ready to engage with Olympic content across multiple platforms. Television remains a dominant medium, with 74% of respondents planning to watch via this traditional format. However, the rise of mobile viewing is unmistakable, with 72% intending to use their mobile devices to follow the games. This dual-screen approach, according to the study, opens up innovative possibilities for interactive content and targeted advertising.

The study also reveals that viewership is expected to peak during the evening hours, with 55% of respondents most likely to tune in between 6 PM and 11 PM. This information is crucial for broadcasters planning their schedules and for advertisers aiming to maximize their reach. Interestingly, 68% of viewers express a preference for watching entire events rather than just the finals, which indicates a deep engagement with the Olympic narrative beyond just the medal moments.

The study goes beyond viewing habits, going into the perceived cultural and social impact of the Olympics. Respondents across the surveyed countries believe the games have a significant influence on their societies, a proof to the event’s role as a catalyst for national pride and unity.

For brands, the Olympics represent a golden opportunity to connect with consumers. The research identifies several key areas where viewers anticipate changes in their behavior during the games. These include upgrading data plans to ensure seamless streaming, increased socialization with friends, engagement in sports betting, and alcohol consumption. Such insights provide valuable direction for targeted marketing campaigns across various sectors.

Interestingly, the release of this Olympic study coincides with mediaReach OMD’s 25th anniversary, marking a quarter-century of innovation in media and advertising across West and Central Africa. The launch of the OMD Consumer Intelligence has been described as a leap forward in consumer research, combining decades of experience with cutting-edge technology to deliver rapid, actionable insights, by industry observers.

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.

Its partnership with GeoPoll is strategic, as 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.

The full report is available for download at www.mediareachomd.com/olympicsreport.