Research by Okiar and QuestionPro also shows that gymnastics has surpassed football, becoming the favorite sport among Brazilians
Okiar, in partnership with QuestionPro, conducted a survey on the impact of the Paris 2024 Olympics on pillars such as habits and opinions, brand performance and athlete performance. Coca-Cola was the most remembered brand by 60% of Brazilians during the Olympics, followed by Samsung (49%), Adidas (48%), Banco do Brasil (40%), Vivo (38%), Heineken (33%), Claro (30%) and Betano (29%). In addition, more than half of Brazilians said they had tried a new product from a brand because it had appeared in some way in the Olympic Games and around 70% said they were likely to recommend a brand that sponsored the competitions.
The study showed that traditional television was the device used by half of Brazilians to watch games (47%) and ⅔ of Brazilians have a subscription to some streaming service to watch sports, with GloboPlay standing out as the choice of half of subscribers.
Taking into account the Olympic Games, the survey highlighted that more than 90% of Brazilians watched some sports broadcast from this edition, and when asked about the main channel they watched, 36% said TV Globo, followed by Cazé TV with 32.6%. In addition, CazéTV beat TV Globo in the Central-West and North regions, coming in second place in the other regions.
According to the survey, gymnastics has become the favorite sport among Brazilians in these Olympics, with 74% of mentions, surpassing soccer (66%). Skateboarding came in third place, with 56%. “These data show us that Brazilian behavior has undergone changes, mainly due to social media and the absence of men’s soccer in this edition,” says Rafael Delgado, director of Okiar.
When asked which name first comes to mind, Rebeca Andrade came out on top with 45.5% of all mentions, followed by Gabriel Medina (10.5%) and Marta (7.6%).
Furthermore, survey participants also stated that they would purchase a product or service recommended by Olympic athletes and 83% of people revealed that they would purchase a product or service recommended by Flavia Saraiva, followed by Rayssa Leal (77%), Rebeca Andrade (76%), Isaquias Queiroz (73%), Gabriel Medina (71%), Marta (71%), Beatriz Souza (68%) and Jade Barbosa (63%).
Regarding online betting sites, around 60% of Brazilians say they have placed a bet on some Olympic sport. Only ⅓ say they have never placed any type of bet online.
(Credit: Photo by James Yarema on Unsplash)
