New Study by Research Now Reveals the Impact of the Olympics on Sponsors and Consumers, and How Digital Media Will Play a Role
Research Now's comprehensive study of consumer views of the 2012 Olympics reveals that sponsorship may not be a goldmine for brands after all. The digital data collection provider surveyed 7200 respondents across the United States, Canada, United Kingdom, France, Germany and Australia to find that many consumers are confused about which companies are official Olympic sponsors, and that some are "inappropriate."
Key findings:
- The younger generation is more likely to think of the Olympics as a waste of money; in the UK, 25% of 16 - 34 year olds expressed ...