The study, which polled a total of 2,687 Chinese urbanites between 12 and 54 from the cities included in the Olympics torch relay, revealed that 81 per cent of respondents expressed a wish for more sponsors of the Olympics.
The same proportion, 81 per cent, also considered hosting the Olympics as an opportunity for Chinese brands to become international.
The same proportion, 81 per cent, also considered hosting the Olympics as an opportunity for Chinese brands to become international.
Other results demonstrated that while consumers are extremely excited about the imminent Olympic Games, fear of failure lurks.
An extraordinary 72 per cent of respondents say the Games make them feel ‘proud of China’ - almost half-a-year before the Olympics actually kick off. The Olympics are considered a serious event by 26 per cent of the total polled population, while the NBA and the (football) World Cup are only considered serious by eight and 13 per cent respectively.
Thirty-six per cent of respondents noted that they are ‘very concerned’ that Chinese athletes will not win their events.
While football and basketball otherwise dominate the Chinese airwaves, more consumers said that they would be following table tennis, diving and gymnastics - all strongholds of the PRC’s sporting prowess.
“People will be watching these events closely, which is a good thing to know for advertisers,” said Scott Kronick, China president of Ogilvy Public Relations Worldwide.
The average respondent will use three media channels for their Olympic communication.
Sixty-two per cent said they will be glued to the television screen, with online filing in at second place at a respectable - though relatively small - 12 per cent of viewers.
While the results of the study were overwhelmingly positive toward the Games, Beijing residents have expressed concerns over traffic and overcrowding, with 56 per cent reporting that they are concerned about both of these issues.
