I'm not a teen anymore. I was the Dad of teens but the youngest turned 20 last month.
I had little interest in the Olympics up until they started. Last night I watch the USA Mens Swim Team beat France by 8 hundredths of a second! ( I wonder how they time these events, I'll have to Google it later.)
But what about the teens, do they care? When I was a teen, I remember sitting around the television waiting and watching as the USA competed with the rest of the world.
Harris did a poll, and here's what they say:
Monday, August 11, 2008
Teens Just "Sorta" Interested in OlympicsThere may still be time for marketers to adjust in reaching teens and tweens tuning into the 2008 Summer Olympics.
A recent study conducted by the Harris Interactive Youth Center of Excellence shows that just 46% of 13 -18 year olds in the U.S. express an interest in the upcoming Olympics, including only 27% who say they are extremely or very interested. Teen boys ages 16-18 show the greatest interest and represent the only age group where over half of youth are interested in the sporting event. Teens overall are a larger audience for the Olympics than tweens (ages 8-12) who report only a 28% interest.
| Interest in 2008 Summer Olympics (% of category respondents) | ||||
|
| Tweens | Teens (13-18) | Male Teens (16-18) | Female Teens (16-18) |
| At least interested | 28% | 46% | 57% | 40% |
| Extremely/Very interested | 13 | 27 | 34 | 23 |
| Extremely interested | 6 | 14 | 19 | 10 |
| Very interested | 7 | 13 | 15 | 13 |
| Somewhat interested | 35 | 26 | 24 | 31 |
| Not at all interested | 37 | 28 | 19 | 30 |
| Source: Harris Interactive, August 2008 | ||||
Dana Markow, Ph.D, VP senior consultant, Harris Interactive, said "... teens have not yet caught Olympics-fever... (though) many of the Olympic competitors are the same age... "
Overall, teens say they are most interested in following swimming (40%), gymnastics (38%) and track and field (33%). However, the top three Olympic sports that teen boys are interested in watching or reading about are:
- Track and field (35%)
- Swimming (34%)
- Basketball (34%)
While girls are most interested in:
- Gymnastics (56%)
- Swimming (46%)
- Diving (35%)
| Events Most Interested in Watching or Reading About (% of category respondents) | |||
|
| Teens (13-18) | Male Teens (13-18) | Female Teens (13-18) |
| Swimming | 40% | 34% | 46% |
| Gymnastics | 38 | 21 | 56 |
| Track & Field | 33 | 35 | 30 |
| Diving | 28 | 21 | 35 |
| Basketball | 26 | 34 | 17 |
| Source: Harris Interactive, August 2008 | |||
59% say that they plan to watch Olympics sporting events on TV. A far smaller number of teens are interested in reading about (22%) or watching (14%) Olympic sporting events online. Similar to an overall interest in the Olympics, plans to follow the Games online increases significantly with age.
| Plans About Olympic "Attachment" (% of category respondents) | |||
|
| Teens (13-18) | Teens (13-15) | Teens (16-18) |
| Watch on TV | 59% | 57% | 61% |
| Read about online | 22 | 14 | 30 |
| Read about in newspaper | 18 | 17 | 19 |
| Watch online | 14 | 9 | 18 |
| Buy logo products | 5 | 5 | 5 |
| Source: Harris Interactive, August 2008 | |||
Most teens understand that the Olympics are more than simply a sport competition:
- 62% agree that the Olympics helps to build a better and more peaceful world, four times the amount who disagree (16%) with this statement
- 71% of teens who say they are interested in the Olympics agree that the Games are about more than merely medals and marketing
For more information from Harris Interactive, please visit here
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