omd 2014 winter olympics mid event impact report

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Reporte elaborado por OMD Global, pensado para medir los Juegos Olimpicos de Sochi 2014.

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  • 1. MID EVENT IMPACT REPORT 2014 SOCHI WINTER OLYMPIC GAMES
  • 2. EXECUTIVE SUMMARY Projections & Trends With the Sochi 2014 Winter Olympics now in full swing, worldclass athletes are taking centre stage not only at Sochi, but also online. Sochi 2014 is living up to our digital and mobile expectations ... and surpassing them. 71% claim that they are using another device when watching the Olympics on TV. Athletes are not only being identified through their sport, but also through social networking, such as one of the Games' breakout social stars. Broadcasting providers (BBC, NBC, etc.) are breaking boundaries in their coverage and streaming capabilities of live events. According to Facebook, more than 24million people Trending hashtags more than 1.7 million mentions of #Sochi2014 worldwide between February 6th and 10th, 2014. And, guides on how best to follow the Winter Olympics including Facebook, Instagram and Twitter. As a result, we will enjoy the 2014 Winter Games for its sporting competitions, as well as glimpsing how athletes are actually experiencing the Olympics through pictures, videos, posts, etc. have discussed the Olympics on their site during the first week of the Games. WE HOPE YOU ENJOY READING IT. home EXECUTIVE SUMMARY Click for more info SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST
  • 3. Whats happening in Russia Before the Olympics started, Russia was torn between positive and negative emotions towards the Winter Olympics. On the one hand, negative emotions were inspired by topics such as the unclear and high cost of the Games, several scandals and the fear of terrorist attacks. While, on the other hand, the hope that Sochi would be a global success with Olympic standard construction and Russians winning medals on national soil arousing positive emotions. Julya Lipnitskaya the pride of the Russian Team The youngest Olympic champion is the breakthrough star of Sochi 2014 and a new hero for Russian fans. Evgeni Plushenko retires following a warm-up injury The 31-year-old skater was forced to pull out of the individual men's event before the finals due to back issues. But he did manage to win his second gold earlier last week as part of the team competition before retiring. Disallowed goal in Russia USA hockey match Fans have taken to the social media to show their disapproval for the referees call disallowing a Russian goal during the USA-Russia match. Russia went on to lose the game in a penalty shootout. Unexpected medals for team Russia The opening ceremony was universally well-received by Russians, and by foreigners alike. A large scale, spectacular and imaginative event, a boost to Russian pride. The opening ceremony included Tchaikovsky, ballet, a performance from taTu and 3,500 fireworks. The ceremony did not go entirely seamlessly, with one very visible event when one of the Olympic rings did not open. The four rings have gone viral you can even get a memorabilia T-shirt of the event. It is the first time in Russian history that a gold medal has been won by their two-men bobsleigh team and a silver medal achieved in the snowboard cross. Weather conditions cause events to be postponed. Russians feel that the Sochi Olympics are going fairly smoothly with great performances from all Olympic athletes. Of course, there are high hopes that the Russian Team will continue to win medals, climbing up the medal chart. Moreover, the Russians hope that the Games will continue in a positive vein and that the weather conditions remain good as the Games head into the final week of the Winter Olympic Games. Many Olympic fans, who came to Sochi for only one or two days, were disappointed when events had to be postponed due to weather conditions. Maria Komissarova rushed to surgery The ski cross racer sustained a fractured vertebra with a dislocation during practice and was rushed off to undergo an emergency sixand-a-half hour operation. home EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST
  • 4. Who is watching the Games outside of Russia? KEY MOTIVATIONS FOR FOLLOWING THE GAMES INTEREST IN THE SOCHI 2014 WINTER GAMES` 53% Pre-games Support my national team 16-24 years old During-Games 7% 16% 24-34 years old Where people are using their mobile devices (laptops, tablets, and mobiles) to follow Sochi 2014 35-44 years old 17% 18% ARE INTERESTED IN THE FOLLOWING WINTER SPORTS Responses based on 7+ from a 1-10 scale. 55+ years old Pre-games PRE 19% 50% 49% 48% Ski Jumping Bobsled Figure Skating Speed Skating Mens ice Hockey On Mobile 42% On Laptop 51% 49% 48% 49% 54% 52% 45% 53% EXECUTIVE SUMMARY 20% Watch with a few friends Watch with a few friends 40% Watch alone 36% Watch alone 69% Watch with family 61% Watch with family Alpine Skiing Figure skating sees the most drastic decline in pre interest at -10%, where womens ice hockey sees the only positive increase in interest at 2%. home DURING 32% WHO THEY ARE WATCHING THE OLYMPICS WITH 75% 50% 57% PRE DURING 19% 45-54 years old 37% 5% 17% 54% PRE 32% 32% 43% DURING ARE ATTENDING AN EVENT IN RUSSIA 15% 16% 37% 4% 28% 3% On Mobile 4% Other 38% 14% 29% 37% 4% PRE For the love of winter sports Women continue to be more interested in following the Winter Olympics with an increase of 2% once the Games started. The main reason to follow Sochi 2014 is to experience an international event. People may have slightly over-claimed their use of mobile devices, although mobile devices are being used. 47% DURING 46% 25% Keep up to date with a major event MALE 42% 45% Experience an international event 77% 55% 89% 14% 70% 58% 47% FEMALE Support a specific athlete Pre-Games 61% 13% 77% 75% 65% 8% 6% Will watch, but not by choice Pre49% Pre51% 56% 53% Support another national team Pre-games Source: OMD Snapshots Fieldwork: January 23 31, 2014 (N = 833 across 4 countries, approximately 200 for Germany, Australia, USA, and Canada) Fieldwork: February 7 16, 2014 (N = 855 across 4 countries, approximately 200 for Germany, Australia, USA, and Canada) SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST
  • 5. How do they watch the Games outside Russia? HOW THEY ARE FOLLOWING SOCHI 2014 WOMEN ARE GENERALLY MORE LIKELY TO USE ANOTHER DEVICE WHEN WATCHING THE OLYMPICS ON TV WHILE MEN ARE MORE LIKELY TO USE A NUMBER OF DEVICES (64% for males and 35% for females). Pre-games TV at home 91% Press 46% 40% Radio Mobile Pub/bar/resturant 35-44 18% 45-54 55+ PEOPLE ARE USING THE FOLLOWING DEVICES WHILE WATCHING THE OLYMPICS ON TV: 14% 12% 6% 24-34 16-24 24% 16% Twitter 19% 25% 54% 28% 25% 19% 18% 32% 30% MEDIA-MESHER IS GENERALLY 16-44 YEARS OLD. 53% 36% Facebook Instagram 46% 59% 55% News websites 93% 8% 41% HOW LIKELY ARE THEY TO TALK ABOUT OLYMPIC SPONSORSHIP ACTIVITY? 0% 10% E-Reader 3% 46% are using their tablets 20% 30% 41% are using their laptops 40% 50% 60% 70% 19% are using their desktops 80% 90% e-readers 100% 3% 4% 6% 4% 2% 3% Chat with friends 8% Play games Desktop 83% 13% 8% Tablet 12% 11% 15% 24% 10% 19% 9% 6% 13% 15% 8% 6% 6% 4% Search for products to buy Read news Look up information about the Olympics Mobile 21% 14% 10% 17% 15% 10% 9% 6% Share their opinions about the event Interact with online Olympic content Laptop Responses based on 7+ on a 110 scale. home 10% AND THEY ARE CARRYING OUT THE FOLLOWING ACTIVITIES: have spoken to others about recalled sponsorship activity have talked very positively about recalled activity 32% are using their mobiles 15% 16% 20% 26% 22% 11% 9% 5% Other 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: OMD Snapshots Fieldwork: January 23 31, 2014 (N = 833 across 4 countries, approximately 200 for Germany, Australia, USA, and Canada) Fieldwork: February 7 16, 2014 (N = 855 across 4 countries, approximately 200 for Germany, Australia, USA, and Canada) EXECUTIVE SUMMARY SOCHI 2014 WHO WILL BE WATCHING THE GAMES GENERAL INTEREST SOCHI 2014 SPONSORS STORIES OF INTEREST
  • 6. Whats happening? Martinez ended up19th but still made the world take note Coining the phrase triple Axel jump, the sole Philippines competitor inspired the entire nation to rally behind him and made the world take note of his performance at Sochi 2014. The world athletes have taken the Olympic stage CLICK ON INFO SIGNS for more information about winter sports athletes on Twitter 150+ athletes 100+ athletes 50+ athletes 15+ athletes 5+ athletes 1+ athletes No athletes Dutch twins both take medals in 500m speed skating The Mulder twins won Gold and Bronze. They also took home the title of being the first set of twins to win medals in the same event since 1984. US Figure Skaters set two new world-records Meryl Davis and Charlie White both set a new world-record in short dance (78.89 score) and in the free programme (116.63 score). NEXT SECTION Canadian Dufour-Lapointe sisters win Gold and Silver in Womens moguls Justine and Chloe join Marieele and Christine Goitschel, French skiers, and Doris and Angelika Neuner, Austrian lugers, as sisters winning Olympic gold and silver in the same event. Sharing gold at the Winter Olympics Dominique Gisin,