Travel to Rio and surrounding airports for the Olympic timeframe is lagging compared to other major events, according to a new report by Adobe Digital Insights (ADI). Great Britain is one of the top countries in terms of social engagement and following for the games, with several athletes contributing to social buzz leading up to the games.

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2016 Rio Summer Olympics – European Insights
Adobe Digital Insights

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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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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.

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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 athlete
Pre-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 7/10
Tom Daley 19618
Mo Farrah 9427
Jessica Ennis-Hill 6963
Tom Dumoulin 5596
Julian Brandt 5507
Michael Jung 3714
Jonny Brownlee 3499
Sir Bradley Wiggins 3221
Alistair Brownlee 3067
Dafne Schipper 2288
Renaud Lavillenie 803
Emma Johansson 558
Sarah Sjostrom 405
Teddy Riner 386
Ranomi Kromowidjojo 312
Viktor Axelsen 255
Red Lions 253
Florent Manadou 229
Ellen Hoog 200
Nikola Karabatic 173
Celine Dumerc 169
Nafi Thiam 70
Antti Ruuskanen 60
Rikke Pedersen 59
Robert Harting 51
Charline Van Snick 48
Laura Ludwig 41
Pieter Timmers 41
Stina Troest 39
Mikkel Hansen 36
Tero Pitkamaki 29
Jonathan Borlee 29
Evi Van Acker 28
Hans Van Alphen 25
Lasse Norman Hansen 23
Europe Social Data by Country 4/1-7/10
Country Rio Olympics Mentions Net Sentiment
United Kingdom 144,725 3.65
France 47,752 3.54
Spain 47,552 4.03
Netherlands 31,780 3.75
Italy 18,608 3.06
Greece 17,354 3.75
Germany 13,155 2.79
Republic of Ireland 12,594 3.88
Poland 11,461 3.64
Switzerland 6,758 3.54
Belgium 4,476 3.67
Turkey 3,693 1.62
Slovenia 3,428 3.55
Serbia 3,236 3.04
Portugal 2,924 3.44
Finland 2,560 3.79
Sweden 1,938 2.93
Romania 1,442 -0.58
Ukraine 1,374 3.05
Austria 1,135 3.71
Norway 977 3.62
Denmark 888 2.59
Czech Republic 845 2.32
Hungary 534 3.39
Croatia 528 3.73
Latvia 470 3.92
Lithuania 428 2.42
Belarus 379 3.04
Armenia 275 1.96
Luxembourg 256 3.62
Cyprus 246 3.33
Bulgaria 222 2.50

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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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