Archery and Taekwondo Expected… Advertising Effects Before, During, and After Games↑
Archery and Taekwondo Expected… Advertising Effects Before, During, and After Games↑
View larger image The South Korean national team gathered at the 2024 Paris Olympics D-30 Media Day held at the Champion House in Jincheon National Athletes’ Village in Chungcheongbuk-do on the 26th. (From left) Archery Kim Je-deok, badminton Seo Seung-jae, gymnastics Kim Han-sol, judo Kim Ha-yoon, swimming Hwang Sun-woo, taekwondo Park Tae-jun, table tennis Lim Jong-hoon, and weightlifting Park Hye-jeong. Photo | Yonhap News
[스포츠서울 | 표권향 기자] There is less than a month left until the 33rd Paris Olympics (July 26-August 11, 2024, local time), a festival for people all over the world. This year, after overcoming the COVID-19 disaster, the Olympics will be held with spectators for the first time in 8 years, with 15,000 participants from 206 countries, and 329 games in 32 sports will be held. In Korea, 180 national team athletes will participate in 21 sports.
According to Mezzo Media, the age group most interested in this Olympics is teenagers, with nearly half of respondents (47%) answering ‘interested.’ Next, interest was high at 45% in those in their 40s and 44% in their 20s, followed by 30% in their 30s and 27% in their 50s.
The sports that respondents are most looking forward to are archery (58%), which boasts world-class standards, and Taekwondo, Korea’s national sport (33%). Interest in soccer (45%) is also high, even though the Korean national team will not be participating.
◇ The timing of the game is the advertising effect… Watching the Olympics also improves the corporate image.
This year’s Olympics will be held outdoors against the backdrop of Paris’ famous tourist attractions and cultural heritage, so there is a lot to see. The number of viewers worldwide is expected to be over 3 billion, and the marketing effect is also expected to be excellent.
As the behavior of consumers enjoying the Olympics becomes more diverse, it is expected that they will watch and share the games not only on terrestrial broadcasting but also on various online platforms, unlike in the past. In other words, they will not specify a channel but will choose according to the situation. While watching the entire game through live broadcasting, they will also enjoy short-form content edited with highlights according to their preferences, and they can also exchange real-time opinions through open communities.
YouTube was the highest in game highlight content at 57%. It also gained overwhelming popularity in the ‘1+2’ ranking at 75%. Next, Naver, which allows users to use various functions from real-time news to information search, recorded 20%. Instagram only had 8% in the ‘1st’ ranking, but 22% in the 1+2 ranking.
The channels from which people usually get Olympic-related information are TV (65%), portal sites (54%), SNS (48%), and video channels (37%). It was mainly concentrated on online media, and the acquisition rates of traditional media such as newspapers and radio were low at 9% and 6%, respectively. The younger the respondent’s age, the more influential SNS seems to be, and the older the respondent, the stronger the tendency to use TV and portal sites.
Mega sports events such as the Olympics are known to be effective marketing tools as they attract attention from around the world.
Industry experts cited video ads before, during, and after games and outdoor ads inside stadiums as representative methods. He said, “Securing high viewer concentration is effective in branding,” and “We can expect to enhance positive brand image by forming continuous contact points with consumers through sponsorships, edition products, and SNS events.”
In fact, as a result of Mezzo Media’s survey of ‘types of sports marketing with high attention’, 50% were ‘advertisements before, during, and after broadcast content’. The improvement in the company’s image and awareness as a result was also the highest with 66% saying ‘yes’, while only 3% disagreed. This effect was also found to have an impact on purchasing and using the company’s products and services (63%).
In fact, the limited edition Galaxy Z Flip released by Samsung Electronics as an Olympic edition product to commemorate the Beijing Winter Olympics was so popular that it was sold at more than twice the launch price.
The North Face, the official sponsor of the South Korean national team ‘Team Korea’, also supports the official uniform and maximizes brand exposure through the national team uniforms at events such as the Olympic award ceremonies.
Industry experts emphasized that “in order to increase advertising attention, it is most effective to expose the material at the time when consumers are watching the game.” [email protected]
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2024-06-30 07:21:31
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