Zeta Predicts Tokyo Will Be One of the Lowest-Watched Summer Olympics of the 21st Century
July 16 2021 - 7:00AM
Business Wire
ZetaPulse, a proprietary consumer sentiment
survey with 2000+ respondents, highlights consumer trends for 2021
Summer Olympics, including media consumption, event interest and
athlete fandom
Zeta, a cloud-based marketing technology company that empowers
enterprises to acquire, grow, and retain customers, today released
insights from its latest ZetaPulse survey regarding consumer
sentiment toward the upcoming 2021 Tokyo Olympics.
Based on responses from over 2000 respondents across the United
States, the survey sought to discover consumer interest in the 2021
Olympic Games considering the various non-traditional arrangements
due to COVID-19, such as live spectators not being allowed in
stadium, the 1-year event postponement, and the 2020-2021 precedent
of lower ratings and viewership among other live nationally
broadcast events (such as the Super Bowl, Grammys, Stanley Cup
Finals).
Top insights include:
Enthusiasm for the Tokyo Olympics is
Low
- The majority of U.S. consumers are not looking forward to
the Olympics this year: 45.2% of U.S. consumers surveyed are
not looking forward to the Olympics, while 17.5% are undecided.
- Zeta predicts that the Tokyo Olympics will be one of the
lowest-watched Summer Olympic Games in the 21st century, to
date.
- As the U.S. economy re-opens, people are not prioritizing
the Olympics: As the U.S. re-opens following the pandemic and
travel re-emerges this summer, 52.7% of people surveyed said they
would not watch the Olympics with people they don’t live with, and
only 19.4% will watch the Olympic Games in a location outside of
their home.
- Women and Generation Z are more interested in watching the
Olympics than other demographics.
- Generation Z and younger Millennials (adults 18-34) had the
highest proportion of interest watching the Olympics. The interest
level dropped with each increasing age group.
- 48% of surveyed women were interested in watching the Olympics,
whereas only 41% men were interested.
Female Olympians are Heavy Fan
Favorites
- Female Olympians are getting the highest amount of buzz this
year: Only three male athletes made the survey’s top 10
Olympian athletes list. 1. Simone Biles, 2. Katie Ledecky, 3. Naomi
Osaka, 4. Kevin Durant, 5. Allyson Felix, 6. Megan Rapinoe, 7. Alex
Morgan, 8. Julie Ertz, 9. Devin Booker, 10. Caeleb Dressel.
- Women’s gymnastics is the #1 favorited Olympic sport,
according to survey respondents: Nearly one third (32.7%) of
surveyed consumers reported women’s gymnastics as their favorite
sport. Others include volleyball, swimming, track and basketball.
- 28% of young viewers (Adults 18-34) are most interested in
basketball.
- Among political interest groups, Republicans are much more
interested in women’s gymnastics, while Democrats favor swimming
and men’s basketball as a favorite event.
Streaming Will Soon Outpace Cable TV
Olympic Viewership
- While Cable TV (NBC) is still the preference for those
watching live Olympic events, mobile and connected TV viewership is
rising. The gap between watching the Olympics on traditional
Cable TV (33.2%) versus Mobile (28%) is closing; while
Tablet/Laptop (19.5%) and Connected TV viewers (19.3%) are similar,
signifying the rise in CTV over the past year.
- Zeta predicts that Mobile and Connected TV will continue to
rise in usage, surpassing Cable TV and Tablet usage by the next
Summer Olympics in 2024.
To view more data-driven consumer insights across financial
services, insurance, retail, travel, automotive, entertainment and
other industries, sign-up for The Pulse – Zeta’s bi-weekly insights
newsletter, or request a custom report
from Zeta's Opportunity Explorer, a top-rated real-time analytics
and insights solution derived from information provided by over 220
million opted-in individuals in the United States.
About Zeta
Zeta Global Holdings Corp. (NYSE: ZETA) is a leading
data-driven, cloud-based marketing technology company that empowers
enterprises to acquire, grow and retain customers. The Company’s
Zeta Marketing Platform (the “ZMP”) is the largest omnichannel
marketing platform with identity data at its core. The ZMP analyzes
billions of structured and unstructured data points to predict
consumer intent by leveraging sophisticated artificial intelligence
to personalize experiences at scale. Founded in 2007 by David A.
Steinberg and John Sculley, the Company is headquartered in New
York City. For more information, please go to
www.zetaglobal.com.
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Media Relations Megan Rose press@zetaglobal.com
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