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Press release
Media and Entertainment|Media Measurement|United States|English

Summer Olympics “Intenders” Skew Upscale and Well Educated – GfK MRI

New York, NY, 03.08.2016

People who plan to watch the 2016 Rio games on TV are more likely to have a $500,000+ home, post-grad degree

A new GfK MRI analysis shows that US adults who are planning to watch the 2016 Summer Olympics on TV tend to have higher household incomes and levels of education than most US consumers. And they are more evenly split between men and women than average sports TV viewers.

Compared to all US adults, those who told GfK MRI that they are “somewhat” or “very” likely to watch the Rio de Janeiro games are also
• 27% more likely to have a home worth $500,000 or more,
• 25% more likely to hold a post-graduate college degree, and
• 28% more likely to live in households with average annual income of $200,000 or more.

Approximately 51% of intended Olympics viewers are male – slightly more than those who said they watched the 2012 Summer Olympics (52% women versus 48% men). This is in contrast to the typical sports TV audience, which is roughly two-thirds male (68% versus 32% female). See an Adweek infographic featuring this data.

Compared to all adults, viewers of the 2012 Summer Olympics were:
• 51% more likely to own shares in tax-exempt funds
• 48% more likely to have spent more than $500 at fine dining restaurants in the last six months
• 43% more likely to have redeemed frequent flier miles
• 39% more likely to have contributed to PBS
• 37% more likely to own a digital SLR camera

Only 1.6% of U.S. adults watched the 2012 Summer Olympics on a mobile device – smartphone or tablet – a figure that seems destined to dramatically increase for the Rio games. Recent GfK MRI data shows that the percentage of adults who say they have watched TV on a tablet or e-reader in the past 30 days has increased by 300% in the past three years. In addition, the percentage who have watched a downloaded or streamed TV program on a smartphone in the past 30 days has doubled.

GfK MRI’s consumer database is derived from continuous interviews with approximately 25,000 U.S. adults each year. As part of the Survey of the American Consumer®, respondents record their consumption of some 6,500 products in nearly 600 categories and provide details about their lifestyles and attitudes.