TGM Olympics Survey
in Austria 2024

The TGM Olympics Report in Austria 2024 provides comprehensive insights into the unique behaviors and preferences of Austrian sports fans. Our extensive survey reveals detailed information on fan engagement, including how Austrians 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 Austria's specific market dynamics, this report equips businesses with the knowledge to develop targeted marketing strategies and make informed decisions to effectively connect with Austrian sports enthusiasts.

According to our survey, 60% of Austrians are interested in sports.

Sports engagement is primarily driven by digital platforms: Most Austrian fans watch sports on TV (66%), but there is also significant engagement on radio (23%) and watching TV in a public place (23%). This shift highlights the growing importance of online platforms in how fans consume sports content and interact with their favorite sports.

Age Distribution: 60% of Austrians express a desire to watch or follow the sport. Age plays a significant role in this interest. The majority of the fanbase falls between 55+ years old, making up 66% of football enthusiasts in Austria.

Our survey reveals that 40% of Austrians are interested in this year's games, with 13% expressing strong interest.

Viewing Habits: Among those eagerly anticipating the Olympics 2024™, 33% will use social media to seek news stories, 32% will watch highlights, 23% will get updates/information, and 21% will follow real-time results or live updates. This widespread interest highlights the global anticipation and engagement with the upcoming games.

We asked survey participants in Austria which brand comes to mind first when thinking of the Olympics 2024™. The majority named Coca-Cola (16%). Other prominent brands that came to mind included Nike, Adidas, Red Bull, Shortcut, Visa, Allianz—some of which are official sponsors, while others are not.