The Olympics


To understand the culture and landscape of the Olympics. Specifically examine the following research points using as much quantitative data as possible:

1. Media consumption (i.e. how people are watching the Olympics)
2. Culture and trends (i.e. how American audiences are engaging with the Olympics, pop culture trends related to the Olympics, etc.)
3. National impact (i.e. effect on morale, values, behavior, etc.)

Research will be used in the development of a creative advertising campaign. Regional focus is the US.

Early Findings

During this initial hour of research, we were able to briefly highlight media consumption habits, social media engagement, and the national impact of the Olympics. Our findings indicate that further research would yield additional insight into the requested data points.

Media Consumption

  • NBC's television ratings for the 2016 Summer Olympics in Rio dropped 15% compared to its ratings during the 2012 Summer Olympics in London.
  • NBC's viewership numbers reveal that 28.3 million people watched the opening ceremony in 2016, while 31.7 million people watched in 2012.
  • 219 million US viewers watched the 2012 London Olympics on television.

Culture and Trends

  • Many social media consumers used Snapchat during the 2016 Olympics to share updates and highlights with followers.
  • Hashtags, references to specific events, and fan photos are some ways that viewers use social media to engage with the Olympics.

National Impact

  • Not only in America, but also globally, the Olympics have the effect of inspiring nationalism.
  • Critics argue that this nationalistic pride boarders on tribalism, citing the need for more than 85,000 security guards during the 2012 Rio Olympics as evidence.

Proprietary Research

In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.

Proposed next steps:

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