Research reveals data on purchasing trends and digital engagement during the event.
The 30th edition of Olympic Games will take place between July 26th and August 11th, in Paris, followed by the Paralympics, which will be held between August 28th and September 11th. The competition, which is considered the biggest sporting event in the world, attracts the attention of spectators of all ages and opportunities for brands that want to find an audience engaged with sports.
The engagement of Brazilians with the event is notable. In its latest edition, held in Tokyo, comscore recorded that of the 164 million Brazilians present on the internet, the Sport category reached 52% of the total population present on digital. On social media, there were more than 17 million mentions related to the event.
A SemRush also points out that, among the online searches that saw the greatest growth during the 2021 Olympics, the biggest highlight was Skateboarding, a sport added to the Olympics last year that is very popular in Brazil.
As a reflection of engagement with the event, purchase intention for products and services was a highlight during and after the Tokyo Olympics. A survey published in Small Companies & Big Businesses shows that the search for skateboards in e-commerce grew 614% from the beginning of July until the 25th. Other items that saw an increase in search were footballs (376%), tennis racket (80%), volleyball (75%), kimono (76%) and bicycle (31%).
For the 2024 Olympic Games, the expectation is for an even more engaged and connected audience. In addition to watching the games live, the public plans to follow information on the main digital channels: 34% on social networks, 31% on YouTube30% on sports sites, 28% on streaming platforms and 27% on news and entertainment sites.
Among the purchasing trends, platforms for content transmission, sports betting, electronics, fashion & accessories, and the food and beverage category stand out.
A survey published by Globo points out that Pay TV (26%), Content On Demand (24%) and Electronics (22%) are highlights among consumers who want to buy something for the date. In addition to Fashion and Accessories (27%), Decoration Items (21%), and products for consumption during the event, such as beers, snacks and snacks, fast food, delivery services and energy drinks.
Carrying out sports betting is mentioned by 57% of respondents. And another sector that could benefit is tourism, with 37% saying they would consider traveling to Paris if they found attractive prices for flights and accommodation.
According to Luana Cevei, Commercial Director at Publya, the Olympic Games are an excellent opportunity for brands to expand their online visibility and find a highly connected audience.
“When analyzing the audience that followed the last edition, we realized that engagement goes far beyond content consumption, shaping purchasing behaviors and boosting several sales categories in the e-commerce.” adds Luana.
To help brands take advantage of the date’s opportunities, Publya, a Trading Desk specializing in Digital Media, launched a media plan focused on the audience that shows interest in the Olympics.
A complete solution so that brands can expand their reach and increase purchase intention during the pre- and post-event period. The solution features Programmatic Media, Programmatic Audio, Meta, TikTok e Youtube.
“Our Media Plan was prepared thinking about the main channels and environments in which consumers can be present to consume content about the event. We understand that the purchasing journey is broad, going through different moments of interaction with brands. Fostering visibility across strategic channels is essential to becoming part of the pool of brands a consumer would buy.” comments Luana Cevei.
The complete material can be accessed through company website.
*Cover photo: Disclosure/Paris 2024 Olympic Games
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