Adobe Digital Insights: Rio Olympics 2016 And European Athlete Insights

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2016 Rio Summer Olympics – European InsightsAdobe Digital Insights


Methodology

Based on analysis of aggregated and anonymous data: 86,000 flights booked to Rio and surrounding airports from 2014 through July 15, 2016

4.8 million social mentions relating to Olympics and World Cup (April – mid-July 2016)

76 million visits to online retail sites selling Olympics and soccer related sporting equipment (2013 – 2015)

Adobe Marketing Cloud solutions used for analysis:

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Key Insights

1. Rio 2016 Expected to be the “Stay Home Olympics” for Global Travelers• Flights booked to Rio and surrounding airports in the first six months of this year trending below that of 2014 for the

World Cup

• Fears surrounding Zika Virus being shared on social media; potential contributor to slow growth in flights booked

• US expressing 4X more concern via social about Zika at the Olympics than any other country

2. Rio Olympics could boost sales by ~83% for Olympic -related sporting equipment• Spectators want in on the action as seen by growth in sporting equipment sales related to Sochi Olympics and World

Cup (i.e. winter/ski products and soccer equipment)

• Similar sales boost expected for summer sports equipment with the Rio Olympics

3. US Drives Most Home Country Fan Engagement on Social • US is driving the most social buzz for their team at the Olympics (followed by Great Britain and Canada)

• Team USA athletes topping social mentions; U.S. tennis star Serena Williams generating top buzz

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Flights Booked to Rio Olympics Trailing Behind Rio World Cup

For first six months of 2016, annual growth for flights booked to Rio and surrounding airports lags behind major growth seen for 2014 World Cup despite the Rio Olympics offering 2X as many tickets 3.7+ million tickets purchased for

2014 World Cup flights1

Potential flights purchased for 2016 Summer Olympics estimated to be 2X more – ~7.5 million tickets2

1: http://riotimesonline.com/brazil-news/rio-business/ioc-predicts-480000-tourists-in-rio-2016/#

2: http://www.bbc.com/sport/olympics/36084489

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http://riotimesonline.com/brazil-news/rio-business/ioc-predicts-480000-tourists-in-rio-2016/

http://www.bbc.com/sport/olympics/36084489


Fears Surrounding Zika Virus at Olympics Driving Social Buzz

Negative sentiment on media may be contributing to lag in booked flights

US very concerned about Zika at the Olympics: 4X more mentions than any other country

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Major Global Sporting Events Drive Desire to Gear Up

Winter sports products grew 84% YoY in 2014, which is the same year the Sochi Olympics; a similar trend could happen for summer products around the Rio Olympics

Spectators want in on the action as seen by the growth in sporting equipment sales related to the Sochi Olympics and World Cup (i.e. winter/ski products and soccer equipment)

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Winter products include: figure skates, all hockey equipment, cross country ski equipment, downhill ski and snowboard equipment, etc.

Soccer equipment include: soccer balls, cleats, shin guards, socks, soccer goals, jerseys, etc.


Rio Olympics Hasn’t Caught Up to World Cup Social Buzz

Pre-games, Rio Olympics social buzz is lagging the World Cup one month prior to opening ceremonies, but beating out the 2014 Winter Olympics

Rio could be the most social Olympics ever

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US Fans Drive Most Home Country Fan Engagement on Social

US takes home the gold, Great Britain wins the silver, and Canada gets bronze for social fan engagement by country

*English, French, Spanish, German, Japanese languages tracked

*ADI FanZone Rank is based on a custom calculation that includes: Total Mentions, Net Sentiment, Average Unique Authors, size of Social Population, and Total Athletes Participating

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Tom Daley Leads the EMEA in social buzz

Daley has ~2X more social buzz than any other EMEA athletePre-games, U.S. tennis champion Serena Williams is generating the most global buzz on social channels heading into Rio Olympics*English, French, Spanish, German, Japanese languages tracked

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Europe Social Data

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Athlete Total Mentions from 4/1 to 7/10Tom Daley 19618Mo Farrah 9427Jessica Ennis-Hill 6963Tom Dumoulin 5596Julian Brandt 5507Michael Jung 3714Jonny Brownlee 3499Sir Bradley Wiggins 3221Alistair Brownlee 3067Dafne Schipper 2288Renaud Lavillenie 803Emma Johansson 558Sarah Sjostrom 405Teddy Riner 386Ranomi Kromowidjojo 312Viktor Axelsen 255Red Lions 253Florent Manadou 229Ellen Hoog 200Nikola Karabatic 173Celine Dumerc 169Nafi Thiam 70Antti Ruuskanen 60Rikke Pedersen 59Robert Harting 51Charline Van Snick 48Laura Ludwig 41Pieter Timmers 41Stina Troest 39Mikkel Hansen 36Tero Pitkamaki 29Jonathan Borlee 29Evi Van Acker 28Hans Van Alphen 25Lasse Norman Hansen 23

Europe Social Data by Country 4/1-7/10Country Rio Olympics Mentions Net SentimentUnited Kingdom 144,725 3.65France 47,752 3.54Spain 47,552 4.03Netherlands 31,780 3.75Italy 18,608 3.06Greece 17,354 3.75Germany 13,155 2.79Republic of Ireland 12,594 3.88Poland 11,461 3.64Switzerland 6,758 3.54Belgium 4,476 3.67Turkey 3,693 1.62Slovenia 3,428 3.55Serbia 3,236 3.04Portugal 2,924 3.44Finland 2,560 3.79Sweden 1,938 2.93Romania 1,442 -0.58Ukraine 1,374 3.05Austria 1,135 3.71Norway 977 3.62Denmark 888 2.59Czech Republic 845 2.32Hungary 534 3.39Croatia 528 3.73Latvia 470 3.92Lithuania 428 2.42Belarus 379 3.04Armenia 275 1.96Luxembourg 256 3.62Cyprus 246 3.33Bulgaria 222 2.50


Team USA Athletes Garnering Most Social Mentions

Pre-games, U.S. tennis star Serena Williams is generating the most global buzz on social channels heading into Rio Olympics

Williams has 5X more social buzz than any other Team USA athlete

*English, French, Spanish, German, Japanese languages tracked

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Japan’s Kei Nishikori Leads APAC Social Buzz

Kei Nishikori is leading in social buzz among APAC athletes leading up to the Rio Olympics and is the most buzzed about tennis player going to the games.*English, French, Spanish, German, Japanese languages tracked

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