2016
OLYMPICS
Multicultural Audience Insights
This year’s games welcomed thousands of athletes, representing 207 countries, all
congregating in Rio de Janeiro, to emulate global sportsmanship and compete for the
highly sought after gold medals, no surprise there. However, by conducting an analysis
of our data we were able to shed some light on the events fans from each ethnicity in
the U.S. care most about. We then were able to identify which brands are most popular
against these same ethnicities, to expose big opportunities for marketers looking to
capture shares of U.S.’s widely diverse consumer landscape.
RUSSIAN
Russian Americans most popular sport in the 2016 Olympic games is soccer. However,
Russian Americans were most likely to follow track & field and boxing during the 2016
Summer Olympic Games.
These brands have a real opportunity to build preference
among Russian Americans by aligning with one of the sports and stealing
SOM (Share of Market) from the incumbent brand.
For reference, these are the incumbents—the #1 brands among Russian Americans.
CHINESE
Chinese Americans most popular sport in the 2016 Olympics is soccer, but the sporting
event they were most likely to follow during the 2016 Olympics is basketball.
These brands have a real opportunity to build preference
among Chinese Americans by aligning with one of the sports and stealing
SOM (Share of Market) from the incumbent brand.
For reference, these are the incumbents—the #1 brands among Chinese Americans.
BRAZILLIAN
Brazilian Americans most popular sports in the 2016 Olympic games were (1) soccer,
(2) volleyball and (3) basketball. Furthermore, the sports they were most likely to
follow were soccer (2.3x over index) and volleyball (1.8x) during the 2016 Summer
Olympic Games.
These brands have a real opportunity to build preference
among Brazilian Americans by aligning with one of the sports and stealing
SOM (Share of Market) from the incumbent brand.
For reference, these are the incumbents—the #1 brands among Brazilian Americans.
KENYAN
Kenyan Americans most popular sport is soccer. However, they were most likely to be
following track & field (5.8x more likely than general US pop) during the 2016 Olympic
Games.
These brands have a real opportunity to build preference
among Kenyan Americans by aligning with one of the sports and stealing
SOM (Share of Market) from the incumbent brand.
For reference, these are the incumbents—the #1 brands among Kenyan Americans.
INDIAN
Indian Americans most popular sport in the 2016 Olympic Games is tennis, which they
were also most likely to follow (2x more likely than general US pop to follow Tennis).
The 2nd most popular sport for Indians is soccer, and the 3rd most popular sport in the
2016 Olympic Games is boxing.
These brands have a real opportunity to build preference
among Indian Americans by aligning with one of the sports and stealing
SOM (Share of Market) from the incumbent brand.
For reference, these are the incumbents—the #1 brands among Indian Americans.
SOUTH KOREAN
South Korean Americans most popular sport during the 2016 Summer Olympic Games
is soccer, which is also the sport they were most likely to follow (1.2x more likely than
general US pop to follow Soccer). The second most popular sport for South Korean
Americans is golf.
These brands have a real opportunity to build preference
among South Korean Americans by aligning with one of the sports and
stealing SOM (Share of Market) from the incumbent brand.
For reference, these are the incumbents—the #1 brands among
South Korean Americans.
Indexed against the web-connected General U.S. Population
While most of us probably don’t notice, the subtle differences
between Powerade and Gatorade, Brazilians in the U.S. take a clear
preference in their sports drink of choice. Whichever your taste,
know that we have more insights like these to fuel your marketing
objectives. Don’t be afraid to ask, reach out and go for the gold!
POWERED BY
Want to learn more? Reach out to [email protected]