To mark the launch of GlobalWebIndex’s Olympics Fans report (available to clients here) our midweek Chart of the Day looks at how this audience discovers new brands and products.
Despite the rising importance of digital sources, it’s still more ‘traditional’ discovery routes that top the list here. Olympics Fans are most likely to be finding new products from TV ads, search engines and recommendations from friends/family.
However, that a third of Olympics viewers say they discover new brands from online ads and a quarter from social recommendations gives some context for why digital campaigns will be so important to Rio – especially as younger fans over-index the most for online forms of discovery.
