Hongkongers are expressing skepticism about the Paris Olympics’ potential to boost the local economy. Omnicom Media Group Hong Kong (OMG HK) conducted social listening from January to June 2024, revealing concerns about the time difference affecting local businesses and viewing habits.
OMG HK’s Insights Director, Nicole Cheng, highlighted that late-night events might deter people from dining out, impacting F&B businesses. However, the demand for home-delivered snacks and early morning breakfasts could rise, offering opportunities for food delivery services and convenience stores.
Hongkongers have mixed feelings about the time difference. Some believe it will reduce interest, while others see it as a chance to watch events during dinner. The availability of highlights and catch-up programs is expected to maintain interest.
OMG HK’s Video Content Viewing Landscape Q1 2024 report shows that viewing interest is almost equal among female (62%) and male (60%) audiences, challenging the notion that sports viewership is male-dominated.
As the Paris Olympics approach, brands have the chance to tap into these consumer behaviors. From promoting late-night snacks to early morning energy boosters, businesses can leverage the event to boost sales and engagement.
Key Insights for Brands:
- Late-Night Consumption: Increased demand for snacks and drinks during late-night events.
- Early Morning Energy: Opportunities for breakfast promotions to cater to early risers.
- Platform Preferences: Ensuring highlights and catch-up content to keep viewers engaged.
- Gender Parity: Nearly equal interest from female and male audiences, offering diverse marketing opportunities.
Nicole Cheng added, “Given that some games may start late at night, it is expected that consumers are less likely to stay out late at restaurants or with large groups of friends. Therefore, there is an impression that the Paris Olympics would hardly drive local businesses, especially those in the F&B industry.”
Here are the four other consumer behaviours brands should pay attention to.
1. Viewing interest for Paris Olympics nearly on par between female and male audiences
There is a preconceived notion that sports audiences are mainly male dominated. However, OMG Hong Kong’s Video Content Viewing Landscape Q1 2024 report found that viewing interest in the upcoming games are nearly on par between female (62%) and male audiences (60%).
The high interest among female audiences can be attributed to the availability of different sporting events at the games. That said, the gender audience ratio might still differ for specific sports. Data from free TV channels in Hong Kong show that the audience gender ratio is more balanced for sporting events involving volleyball and tennis, while football matches are mainly skewed towards a male audience.
While interest might not directly translate to actual viewership, Nicole explained that brands should not underestimate females’ interest in watching the Olympics or any other sporting programmes.
“Brands advertising female-related products and services could consider Olympics or sports programming in their media planning,” Nicole said.
2. Netizens view purchase of Olympics broadcasting rights as good use of public funds
Despite some scepticism in viewing interest, there are netizens who view the purchase of Olympics broadcasting rights as an appropriate use of public funds. A few also said this is a more appealing option than having fireworks for citizens or spending money on unnecessary decorations.
Also Read: Insights from Matt Tindale, Head of Enterprise, APAC at LinkedIn Marketing Solutions
3. TVB, ViuTV, and YouTube are the preferred platforms for Olympics live broadcast
TVB, ViuTV, and YouTube are the top three preferred platforms for Hong Kongers interested in the 2024 Paris Olympics to watch the live broadcast of the upcoming games. Those aged 45-59 surveyed by OMG HK prefer watching it on TVB, while 35-44 prefer ViuTV. Meanwhile, individuals aged 18-34 lean towards YouTube.
Overall, the viewing preference aligns with the general viewing habits of Hongkongers – mature audiences prefer TVB while middle-aged and the younger generation prefer ViuTV and YouTube, respectively.
On the other hand, HOY TV was ranked fourth despite getting praised for their Olympics coverage during the Tokyo Games. In 2021, HOY TV received the most positive comments from netizens among the three free TV channels, with netizens saying the hosts were professional, well-prepared, and informative. However, the impact of this positive buzz remains to be seen when it comes to increasing consumers’ preference in watching HOY TV for Olympics coverage.
4. Take a more holistic approach when leveraging sports in your brand building
It is common for brands to appoint athletes as ambassadors to uplift the brand’s image and build consumer recall. Some brands that have done so include Cathay Pacific with swimmer Siobhan Haughey and lululemon with rugby player Cado Lee, swimmer Camille Cheng, fencer Ryan Choi, and tennis player Eudice Chong.
However, it is important to clearly showcase how the athlete represents the brand’s values and what both parties have in common as well as think about what story your brand wishes to tell through the athlete.
“With the Olympics around the corner and the National Games in 2025, Hongkongers’ interest in sports are expected to remain high. Should a brand leverage on sports or athletes to create brand awareness, a more holistic approach is needed beyond mere event sponsorship or athletes being spokespeople,” Nicole said.
About Omnicom Media Group
Omnicom Media Group (OMG), the media services division of Omnicom Group Inc. (NYSE: OMC), delivers transformational experiences for consumers, clients and talent. Powered by the Omni marketing orchestration system, OMG connects best-in-class capabilities that enable our full-service media agencies OMD, PHD and Hearts & Science to deliver more relevant and actionable consumer experiences; more productive and proactive client experiences; and more collaborative and rewarding talent experiences for the more than 24,000 people serving the world’s leading brands in OMG agencies around the globe.
