Sports Centre
JGFR has established a Members Sports Centre to track consumers attitudes to the build up to the 2012 Olympic Games.
In June 2007 Olympics Minister Tessa Jowell unveiled ‘Our Promise of 2012’ which outlines the gains envisaged for London and the whole UK from hosting the Games and creating a lasting legacy:
The five promises are:
v Making the UK a world-leading sporting nation
v Transforming the heart of east London
v Inspiring a new generation of young people to take part in volunteering, cultural and physical activity
v Making the Olympic Park a blueprint for sustainable living
v Demonstrating the UK is a creative, inclusive and welcoming place to live in, visit and for business
Statistics and goals
A study ‘Taking Part’ commissioned by the Department of Culture, Media and Sport among 27,000 adults and published in May 2005 found that 69% of adults (some 27.5 million) had actively participated in sport in the past 12 months.
By 2012 Sport England aims to have 2 million more people involved in sport.
The goal of the British Olympic Association is to achieve 4th place in the 2012 medal table. All 26 participating sports have been funded to an unprecedented level with National Federations registering increased interest in their sports.
JGFR Survey questions
The benefits of the Olympics to the UK economy
In June 2005 1,000 adults aged 16+ were asked by GfK NOP whether the following statement applied to them: ‘Winning the Olympic bid will boost my confidence about the prospects for the UK economy’
In March 2007 2,000 adults aged 16+ were asked by GfK NOP whether the following statement applied to them:‘Winning the Olympic bid has boosted my confidence about the prospects for the UK economy’
In March and December 2008 and December 2009 1,000 adults aged 16+ were asked the same question
The results of the five surveys are shown in the attached charts here
Capturing the nation’s sporting inspiration
In March 2007 2,000 adults aged 16+ were asked by GfK NOP whether the following statement applied to them: ‘I expect the London Olympics to be the greatest sporting event of my lifetime’
In March 2008 and December 2009 1,000 adults aged 16+ were asked the same question
The results of the survey is shown on the attached chart here
Being there - the demand for tickets
In December 2008 and December 2009 1,000 adults were asked by GfK NOP whether the following statement applied to them: ' I intend to apply for tickets to watch the 2012 Olympics'
The results of the survey are shown on the attached chart here
Sponsorship - what impact will being a sponsor have on consumer purchasing behaviour?
In December 2009 1,000 adults were asked by GfK NOP whether the following statement applied to them: 'I am more likely to switch to/purchase from/regularly use a brand that is sponsoring the Olympics'
The results of the survey are shown on the attached chart here
A lasting sporting legacy?
In December 2009 1,000 adults were asked by GfK NOP whether the following statement applied to them: 'The London Olympics will leave a lasting sporting legacy'
The results of the survey are shown on the attached chart here
