Along with athletes from around the world, advertisers are busy preparing for this year’s Summer Olympics Games in Rio de Janeiro. As always, millions are being spent to ensure that the tone of ads is pitch perfect and that they reach targeted audience members. And according to research from Gfk, the demographics for the upcoming Rio Olympics TV viewers will be quite upscale.
Gfk research shows that Americans who plan on watching the Summer Olympics on TV tend to have higher levels of income and education than most U.S. consumers. In addition, they show a more even split between men and women than is typical among average TV sports viewers.
Demographics for Rio Olympics TV Viewers
According to GfK MRI’s survey results, Americans who said they were ¨somewhat¨ or ¨very likely¨ to watch the Rio Summer Olympics Games were:
- 27% more likely to have a home worth $500,000 or more;
- 25% more likely to hold a post-graduate college degree; and
- 28% more likely to live in households with average annual income of $200,000 or more.
About half of the respondents (51%) who said they intended to watch the Rio Summer Olympics on TV were male, slightly more than those who said they would watch the previous Summer Olympics, which took place in 2012 in London. Men typically make up around two-thirds or more (68%) of U.S. TV sports audiences, GfK MRI notes.
Compared to all U.S. adults, those who said they intended to watch the 2012 Summer Olympics were:
- 51% more likely to own shares in tax-exempt funds;
- 48% more likely to have spent more than $500 at fine dining restaurants in the last six months;
- 43% more likely to have redeemed frequent flier miles;
- 39% more likely to have contributed to PBS;
- 37% more likely to own a digital SLR camera.
Watching live sports programs on smartphones and tablets is on the rise, but just 1.6 percent of U.S. adults watched the 2012 Summer Olympics on mobile devices, according to the market research provider. GfK-MRI expects that will increase dramatically this year.
Mobile video market revenues will rise to $25 billion and advertising will account for 2/3 of the total by 2021, according to Strategy Analytics research results released July 6.
Recent GfK MRI data revealed that the percentage of adults who said they had watched TV on a tablet or e-reader in the previous 30 days shot up 300% over the past three years. Furthermore, those who said they had streamed or downloaded a TV program via the Internet in the previous 30 days doubled.