TGM Olympics Survey
in Australia 2024

The TGM Olympics Report in Australia 2024 provides comprehensive insights into the unique behaviors and preferences of Australian sports fans. Our extensive survey reveals detailed information on fan engagement, including how Australians watch and support sports tournaments. The report also highlights the impact of major brands associated with Olympics 2024™ and examines regional comparisons to provide a broader global context. With a focus on Australia's specific market dynamics, this report equips businesses with the knowledge to develop targeted marketing strategies and make informed decisions to effectively connect with Australian sports enthusiasts.

According to our survey, 53% of Australians are interested in sports.

Sports engagement is primarily driven by digital platforms: Most Australian fans watch sports on TV (51%), but there is also significant engagement on streaming TV channel/app and YouTube (30%). This shift highlights the growing importance of online platforms in how fans consume sports content and interact with their favorite sports.

Age Distribution: 53% of Australians express a desire to watch or follow the sport. Age plays a significant role in this interest. The majority of the fanbase falls between 35-44 years old, making up 64% of football enthusiasts in Australia.

Our survey reveals that 50% of Australians are interested in this year's games, with 21% expressing strong interest.

Viewing Habits: Among those eagerly anticipating the Olympics 2024™, 39% will use social media to watch highlights, 32% will follow real-time results or live updates, 27% (27.3%) will get updates/information, and 27% (27.2%) will seek news stories. This widespread interest highlights the global anticipation and engagement with the upcoming games.

We asked survey participants in Australia which brand comes to mind first when thinking of the Olympics 2024™. The majority named Nike (15%). Other prominent brands that came to mind included Coca-Cola, Visa, McDonalds, Adidas, Rolex, Allianz—some of which are official sponsors, while others are not.