POSTED: July 10th 2014

Olympic Brand survey finds broad appeal of the Games around the world

CHAD WISE / Sports Features Communications

(SFC) A survey of 36,000 people from 16 countries by KantarSport revealed the growing awareness and appeal of the Olympic Games and the Olympic brand.

The research, commissioned by the International Olympic Committee after the Sochi 2014 Olympic Winter Games, was presented Tuesday to the IOC Executive Board. The Olympic Winter Games and Olympics in general were shown to have had the highest appeal of any sporting or entertainment event.

Interest in the Olympic Winter Games grew by 13 per cent between the Vancouver 2010 and Sochi 2014 Games with a record 114,000 hours of broadcast – a 101 per cent increase during the same time span – available to 2.1 billion fans around the world.  

Use of digital media to interact with the Olympics also increased with a 334 per cent growth in 1.4 billion digital video views.

The standard of competition, quality of venues, and atmosphere led athletes and spectators surveyed at Sochi 2014 to rate their enjoyment of the event “very highly.”

The majority of those surveyed were aware of the Olympic rings and associated the symbol with “values like global, inspirational, friendship, diversity, peace, and excellence,” while most agreed hosting an Olympic Games would benefit a host country.

Keywords · Sochi 2014 · Sochi · Vancouver 2010 · Vancouver · Russia · Canada · International Olympic Committee · IOC ·

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