We explore topics around anticipation, economic impact, brand association, and sustainability.
Indisputably the world’s most anticipated and watched sporting games, Paris plays host to this year’s grand Summer event. The high-octane performances will certainly get hearts pumping, but what will advertisers need to do to capture the hearts of the audience?
The prestigious event reaches billions of viewers across a wide range of demographics and regions, through a multitude of platforms (TV, digital, social media). But further to that, through the emotional and inspirational achievements of athletes and highs and lows of their journeys, are the heart-warming stories and spirit of the games that have captivated viewers for decades.
Our latest report explores how this global spectacle is seen from a French perspective.
Anticipation
Is the air filled with pride and excitement about being the host city to a world-renowned event? For many, it is a once in a lifetime chance to showcase France’s rich cultural heritage, architectural beauty, and sporting prowess on a global stage.
However with most large cities that have played host in the past, the excitement naturally comes with a dose of practicality around infrastructure readiness, potential disruptions to daily routines, and the capacity for the city to manage a large influx of crowds.
As one of the top travel destinations in the world, Paris is certainly no wallflower to out-of-town visitors. But will the fanfare get too loud for city dwellers or will Parisians embrace the atmosphere, spirit of competition, and the chance to witness world-class athletes in action?
Economic impact
While being host comes with prestige, the economic implications can feel like a double-edged sword.
On one hand, if executed well, the country should expect a boost to the local economy through tourism, creation of jobs, and increased spending in hospitality, retail, and transportation. The newly constructed facilities and improved infrastructure are also investments that should see long-term advantages.
However, there have been several cases of underutilized buildings, and countries running up unmanageable debts due to bad planning, the rush to complete within a short timeframe, and high pressure to impress on a world stage.
In our report, we explore what the French think of the economic impact of the Summer Games and which industries they expect will benefit the most.
Brand association
The Summer Games are a golden opportunity for brands to advertise and engage with a global audience, especially those that trade sports equipment and apparels, beverages, and consumer goods.
Brand association can be a fine line to thread though, with discerning consumers who are wary of overt commercialization and recognize such events as something brands could simply be wanting to capitalize on. It’s crucial for brand messaging and values to authentically align with the event, in order to achieve success with its intended audience.
Importance of sustainability
A recent survey showed that the French are more concerned about climate change than their EU counterparts, so it comes as no surprise that the topic of sustainability plays a large role in shaping perceptions of the Summer Games.
We explore how much of an environmental concern such a large event incites in the public, and how important government involvement is.
Methodology
The 2024 Paris Summer Games report was written based on survey data fielded using the Cint platform, which hosts the world’s largest consumer network for digital survey-based research.
A census demographic of approximately 400 French consumers was surveyed within a 24-hour window, on the 1st of May, 2024.
