New research highlights immense public appetite for Euro 2012 and the Olympic Games in London
BestMediaInfo Bureau | Delhi | July 2, 2012
The Euro 2012 final is just as popular as the Fifa World Cup final. The World Cup is a favourite among 86 per cent of European fans while the Euro 2012 clocks 85 per cent in a study conducted by Havas Sports & Entertainment for The Coca-Cola Company.
Coming to the Olympics, 59 per cent of all Europeans claim that the Games are their all-time favourite sporting event. Also, what is of interest for food and FMCG brands is that 1 in 5 Europeans believe that their level of consumption will increase during the Olympics Games.
The other interesting finding is that the Internet is the third most used media to follow the Euro 2012 matches.
The quantitative online study was designed by Havas Sports & Entertainment and conducted by market research company Toluna, between April 23 and May 8, 2012, using a sample of 1,000 people per country, and representing the ‘15 and older’ age group in the following countries: France, Germany, England, Spain and Belgium. The total sample size was 5,000 people.
Lucien Boyer, Global CEO & President of Havas Sports & Entertainment, commented, “The key outtake from this research is that despite the difficult economic conditions people are prioritising spending on sport as its popularity remains sky high. To capitalise on this trend, our aim is to help brands develop integrated campaigns at both a global and local level, in PR, social media and experiential activity backed by cutting-edge research.”
Boyer added, “Our experience working with six Euro 2012 partners, which includes adidas, Hyundai, Kia, Castrol, The Coca-Cola Company and Orange, and more than 10 London 2012 sponsors is that the most effective campaigns will tap into the excitement and passion of the sports event and create added-value experiences that encourage consumer interaction and a deeper engagement with the sponsorship.”