Brits put money ahead of fair play and achievement in online Olympics survey
According to research carried out by SMG Insight/YouGov, Britons associate the Olympic Games with money ahead of traditional virtues such as fair play, effort, respect and excellence.
35% of Brits said they associated the Games with ‘money’, putting it second behind ‘achievement’ in a ranking of key statements associated with the Olympic brand.
The findings indicate the British are out of line with people in other major markets. In Germany, France and the United States, ‘money’ falls outside the top five statements.
Foreign perspective
Overall the research reveals that the sentiments or key statements most closely associated with the Olympic Games amongst UK, US, French and German respondents, are ‘excellence’ (46%), ‘achievement’ (44%), ‘discipline’ (43%) and ‘effort’ (39%).
The study, which involved more than 8,000 respondents, was conducted in February, and explored people’s perceptions of the Olympic Games by looking at what sentiments/key statements are most associated with the Games. Respondents from the UK, the USA, France and Germany were asked which five statements, out of a list of 20, they most closely associated with the Olympic Games.
Cynicism towards the Olympics is shared equally amongst British respondents of all ages. However, those aged 25 and over are more likely than those aged 18-24 to mention drugs (15% versus 8%) and politics (24 % versus 15%) as statements associated with the Games.
Commenting on the findings from the study Frank Saez, Founder and Managing Director of SMG Insight, said “Given recent media publicity concerning ticket allocation and sales, it is no surprise that we see an element of the British public focus on the money and commercial requirements of the Olympic Games. When we look at the overall results and opinion from other markets in Europe, we see that brand values remain positive towards the Olympics".
UK results
| Top 10 statements associated with the Olympic Games | ||
|---|---|---|
Rank | Statement | Association |
1 | Excellence | 46% |
2 | Achievement | 44% |
3 | Discipline | 43% |
4 | Effort | 39% |
5 | Money | 26% |
6 | Fair play | 26% |
7 | Respect | 22% |
8 | Drugs | 20% |
9 | Globalisation | 17% |
10 | Business | 17% |
Total sample size was 2069 UK adults.
About SMG Insight
SMG Insight delivers leading edge B2B and B2C research and consulting solutions for world-leading sports governing bodies, sponsors and sports investors in order to meet their strategic and business objectives. Through partnership our new generation sports research company, offers a combination of thought leadership, strategic insight and comprehensive data analysis that enables our global clients to achieve a higher return on investment from sports sponsorship, investment and marketing.
See the full press release including UK, US, French and German data
For more information please contact PR Executive Giovanna Clark or call YouGov on +44(0)20 7012 6000
