The opening ceremony for the 2024 Summer Olympics in Paris is now just over a month away. CivicScience has continually tracked consumer interest in the Olympics, and the latest look at data reveals the percentage of Americans who plan to follow at least ‘somewhat’ closely has held steady around 49% since March, including 13% who will follow ‘very’ closely1.

Among the thousands of insights available with CivicScience data, we’ve explored how intending viewers are likely to watch the games, which sponsors they might support, and where they might purchase their athletic gear.

Many retailers beyond Olympic sponsors are poised to win among likely viewers. This comes at a time when the Olympics are set to break records in terms of advertising. Yet, which brands resonate with the Olympic audience? By leveraging our brand ranker tool, which continuously scans thousands of ‘always-on’ questions about brands, CivicScience has identified some of the leading retail brands with both the highest and lowest percentage of their customers who plan to watch the upcoming Olympics. Here are a few highlights of the top and bottom 20 brands:

Take Our Poll: How would you rate your excitement level for the Paris 2024 Olympics this summer? 🥇

Key findings:

  • Restaurants: Capital Grille stands out as a leading brand with more than 8-in-10 of its customers likely to follow the games. On the other hand, customers of pizza chains like Domino’s and Pizza Hut (53%) are much less likely to intend to watch.
  • Clothing and Apparel: It’s likely Lululemon will also have a fair amount of its consumers watching the games, with other apparel brands like H&M, American Apparel, and Urban Outfitters trailing not far behind them. Meanwhile, less than half of Carhartt shoppers plan to watch.
  • Health and Wellness: Clearly, viewers care about health and wellness – both Vitamin Shoppe and its rival GNC (69%) have a sizable share of customers who plan to follow the Olympics. 
  • TV Shopping Retailers: The distinction is clear in this industry – a far larger portion of HSN customers are likely to tune in, more than twice the percentage of QVC shoppers.
  • Big-Box Retailers: Enthusiasm for following the games appears lower among big-box retail shoppers. Walmart, Target (55%), and The Home Depot (53%) each skew toward the bottom in terms of the percentage of their customer bases likely to track Olympic action.
  • Automotive: In the automotive industry, the Olympics appear likely to draw a significantly larger percentage of Fiat customers compared to that of Chevrolet or Team USA partner Toyota (53%).

This is just a glimpse of CivicScience’s capabilities – we leverage insights like these to build highly-targeted ad campaigns, reach persuadable buyers, and drive better ad engagement. Want to learn how? 

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  1. n=11,479 responses from 03/14/2024 to 06/16/2024 ↩︎