In this issue we are focusing on the first week of the Games, exploring patterns of audience engagement and event sponsorship activity.
Two clear consumption trends began to materialise across all markets:
1. There is a direct correlation between team performance and local interest. Russians have been disappointed with their medal haul being 7 less than in Torino, this is reflected in our Snapshots research which shows a 10 point loss of interest, as well as in the TV audience, where audience numbers were over 40% lower than the previous Winter Games in Torino.
2. Consumers continue to gravitate towards real time information, using internet and mobile to keep up-to-date with the Games.
Our Vancouver Trendscout took a trip to the Airport and the Subway to see what ideas brands had activated for visitors to the Games.
Our third and final newsletter will be released next week, but for now, enjoy reading this issue.