Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- A nation’s image at play
- Innovation
- The consumer
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- Figure 1: Attitudes toward sporting events, Brazil – May 2014
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- Figure 2: Impact of sporting events on spend, percentage of people who expect to spend more than usual, Brazil – May 2014
- What we think
Issues and Insights
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- Drowning by numbers
- The facts
- The implications
- Losing my favorite game
- The facts
- The implications
Trend Application
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- Trend: Why Buy
- Trend: Patriot Games
- Mintel Futures: Transumers
A Nation’s Image at Play
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- Three mammoth events
- Football and national identity
- Opening a window to the world
- A wound left untreated
- Learning from the mistakes
- Time to change the score
Who’s Innovating
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- Linked PR efforts
- Technology kicks in
- Building for the future
- I buy, therefore I win
- The road to success
The Consumer – Engagement
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- Key points
- Football reigns supreme
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- Figure 3: Engagement with sporting events, Brazil – May 2014
- Women go on the attack
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- Figure 4: Engagement with sporting events, by gender Brazil – May 2014
- Football’s socioeconomic appeal is universal
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- Figure 5: Engagement with sporting events, by socioeconomic group, Brazil – May 2014
- The South embraces the Olympics/Paralympics
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- Figure 6: Engagement with sporting events, by region, Brazil – May 2014
CHAID Analysis – Attitudes to Sporting Events
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- Methodology
- Are the Olympics a high-end product?
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- Figure 7: Attitudes to Sporting events – CHAID – Tree output, June 2014
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- Figure 8: Attitudes to Sporting Events – CHAID – Table output, June 2014
The Consumer – Attitudes
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- Key points
- Not just a patriot’s game
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- Figure 9: Attitudes toward sporting events, Brazil – May 2014
- Falling at the hurdles
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- Figure 10: Attitudes toward sporting events, by region, Brazil – May 2014
- The importance of winning
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- Figure 11: Attitudes toward sporting events, by city, Brazil – May 2014
The Consumer – Spend
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- Key points
- Hungry and thirsty for sports
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- Figure 12: Impact of sporting events on spend, percentage of people who expect to spend more than usual, Brazil – May 2014
- Home is where the money is
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- Figure 13: Positive impact of sporting events on spend, by region, percentage of people who expect to spend more than usual, Brazil – May 2014
- Young, prolific and connected
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- Figure 14: Positive impact of sporting events on spend, by age group, percentage of people who expect to spend more than usual, Brazil – May 2014
The Consumer – Media and Location
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- Key points
- Just turn on the TV
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- Figure 15: Media / location for watching sporting events, Brazil – May 2014
- Eat, drink and watch sport
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- Figure 16: Consumers watching sporting events in a bar/restaurant, by region, Brazil – May 2014
- The South goes out
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- Figure 17: Location for watching World Cup, by region, Brazil – May 2014
The Consumer – Olympic sports and events
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- Key points
- Play all the same old games
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- Figure 18: Olympic sports and events, Brazil – May 2014
- Men like virility, women like grace
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- Figure 19: Olympic sports and events, by gender, Brazil – May 2014
- The opening ceremony appeals to older viewers
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- Figure 20: Olympic sports and events, by age group, Brazil – May 2014
Appendix – Engagement
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- Figure 21: Engagement with sporting events, May 2014
- Figure 22: Engagement with sporting events, by demographics, May 2014
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Appendix – Attitudes
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- Figure 23: Attitudes toward sporting events, May 2014
- Figure 24: Most popular attitudes toward sporting events, by demographics, May 2014
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- Figure 25: Next most popular attitudes toward sporting events, by demographics, May 2014
- Figure 26: Attitudes toward sporting events, by most popular media or location where watching event, May 2014
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- Figure 27: Attitudes toward sporting events, by next most popular media or location where watching event, May 2014
- Figure 28: Attitudes toward sporting events, by media or location where watching event, May 2014
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Appendix – Spend
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- Figure 29: Impact of sporting events on spend, May 2014
- Repertoire analysis
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- Figure 30: Impact of sporting events on spend, by repertoire of impact of sporting events on spend, May 2014
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Appendix – Media or location
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- Figure 31: Media or location where watching event, May 2014
- Figure 32: Most popular media or location where watching event, by demographics, May 2014
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- Figure 33: Next most popular media or location where watching event, by demographics, May 2014
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Appendix – Olympic Events
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- Figure 34: Olympics sports, May 2014
- Figure 35: Most popular Olympics sports, by demographics, May 2014
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- Figure 36: Next most popular Olympics sports, by demographics, May 2014
- Figure 37: Other Olympics sports, by demographics, May 2014
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