Aussies look away from online for Olympics consumption

By By Amy Kellow | 23 July 2012
London 2012 Olympics.

Television will be the medium of choice for 92% of Australians during the upcoming London Olympics, while only 14% will tune in online, according MEC's new global research and analysis tool, Partnership Intelligence.

In total, 36% of Australians will rely on the national newspapers for their Olympics news, while 19% plan to watch online video highlights. Just 5% of viewers plan to catch the action via mobile clips, cementing the anticipated triumph for the traditional set-top box.

The research, undertaken in April 2012, polled a sample size of 1,500 participants per market and spanned across Australia, Asia, Europe, South America, USA and the UK. The results are some of the first to be released by the new online tool, and are symbolic of Partnership Intelligence's aim to provide brands with an analysis of the marketing benefits of global and local events.

MEC chief strategy officer James Hier said: “It’s interesting to note that Australians are predominantly planning to get their information from TV considering the time difference, and it is equally interesting to note that this is closely followed by press. Surprisingly, online news and video highlights – although strong – are still weak in comparison".

Additionally, the Olympics won out over other sporting events such as Formula One or the Rugby World Cup on a global scale, with 53% admitting to 'liking' or 'loving' it, versus the 36% who hold a love for the car-racing event. The Olympics were perceived to be more "friendly, healthy and idealistic" when compared to the Rugby World Cup, which is viewed as more "assertive" and "brave".

It was Italy, however, which has the highest reported interest in the Games (66%), with Australia coming a close second boasting a national interest of 57%.

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