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Adobe Digital Insights: Rio Olympics 2016 And European Athlete Insights

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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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Adobe Digital Insights: Rio Olympics 2016 And European Athlete Insights

  1. 1. © 2016 Adobe Systems Incorporated. All Rights Reserved. 2016 Rio Summer Olympics – European Insights Adobe Digital Insights
  2. 2. © 2016 Adobe Systems Incorporated. All Rights Reserved. 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: 2
  3. 3. © 2016 Adobe Systems Incorporated. All Rights Reserved. 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 3
  4. 4. © 2016 Adobe Systems Incorporated. All Rights Reserved. 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 4
  5. 5. © 2016 Adobe Systems Incorporated. All Rights Reserved. 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 5
  6. 6. © 2016 Adobe Systems Incorporated. All Rights Reserved. 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) 6  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.
  7. 7. © 2016 Adobe Systems Incorporated. All Rights Reserved. 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 7
  8. 8. © 2016 Adobe Systems Incorporated. All Rights Reserved. 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 8
  9. 9. © 2016 Adobe Systems Incorporated. All Rights Reserved. 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 9
  10. 10. © 2016 Adobe Systems Incorporated. All Rights Reserved.
  11. 11. © 2016 Adobe Systems Incorporated. All Rights Reserved. Europe Social Data 11 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
  12. 12. © 2016 Adobe Systems Incorporated. All Rights Reserved. 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 12
  13. 13. © 2016 Adobe Systems Incorporated. All Rights Reserved. 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 13

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