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The Games of the XXXIII Olympiad are about to begin! Set in Paris, France from 26 July to 11 August, 2024, billions of fans from all corners of the world will be tuning in to watch the one-of-a-kind sporting event.
As athletes complete their final preparations for Paris 2024, GeoPoll, in collaboration with mediaReach OMD, conducted a survey to assess public perceptions around the games. The study was conducted using GeoPoll’s mobile web platform, surveying more than 2,250 respondents in Ghana, Kenya, Nigeria, and Tanzania. Topics covered include awareness of the games, interest, viewing intentions, favorite events, media consumption habits, betting trends, and perceptions of the event’s cultural and social impact.
The findings reveal a robust interest among Africans for the 2024 Paris Olympics, with a significant percentage rating their interest at the highest level.
Key Findings
- General Interest: Across countries, most rate their interest in the games as very interested (37%) or extremely interested (24%), and 93% said they intend to watch the games.
- Favorite Sports: Football stands out as the event respondents are most interested in watching – particularly in Ghana (57%) and Nigeria (56%). Other highly anticipated events include athletics (31%), swimming (21%), basketball (18%), and boxing (15%).
- Favorite Programming: The majority of respondents intend to watch the opening ceremonies (55%), and 64% say they prefer to watch their favorite events in their entirety rather than just tuning in for the quarterfinals, semifinals, and finals.
- Viewership: TV remains the device of choice for watching the games (80%). However, 60% of respondents also plan to follow the games on their mobile phone. The incidence increases to 72% in Nigeria.
- Viewing Times: Viewership is projected to increase throughout the day, with respondents saying they are most likely to watch in the evening from 6pm to 11pm (55%).
- Anticipated Category Behavior: The survey also identified opportunities for brands, as viewers intend to upgrade data plans, socialize with friends, engage in sports betting, and consume soft drinks and alcohol, among other activities.
50% plan to engage in betting on the Olympics
The perceived importance of the Olympics goes beyond Paris or the final medal count. From this study, 72% respondents believe the Olympics has a cultural and social impact in their countries. These findings underscore the immense enthusiasm Africans have for the Olympics and the wide array of sports that will captivate audiences worldwide.
For a more detailed report with insights, please visit the OMD Consumer Intelligence Platform or download the report here: https://www.mediareachomd.com/olympicsreport
About This Survey
GeoPoll conducted this survey, in collaboration with mediaReach OMD, using its proprietary mobile web research platform. The survey reached 2,261 respondents, leveraging GeoPoll Audience Measurement (GAM) panels in Kenya and Tanzania, and The OMD Consumer Intelligence (OCI) panel in Ghana and Nigeria.
Data collection occurred from 31 May to 16 June, 2024. The survey was offered in English in Ghana, Kenya, and Nigeria, and in English and Swahili in Tanzania.
The diverse sample for the study includes a gender composition of 66% male and 34% female, and an age breakdown of 12% ages 18-24, 55% ages 25-34, and 33% ages 35 and older.
For more information on the sample and methodology for this study or to conduct a research study of your own in Africa or around the world, contact GeoPoll today.
For more information about mediaReach OMD and its services, please visit www.mediareachomd.com.