TGM Olympics Survey
in the USA 2024

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

According to our survey, 42% of Americans are interested in sports.

Sports engagement is primarily driven by digital platforms: Most American fans watch sports on TV (46%), but there is also significant engagement on streaming TV channel/app (32%) and YouTube (28%). This shift highlights the growing importance of online platforms in how fans consume sports content and interact with their favorite sports.

Age Distribution: 42% of Americans 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 51% of football enthusiasts in the USA.

Our survey reveals that 42% of Americans are interested in this year's games, with 14% expressing strong interest.

Viewing Habits: Among those eagerly anticipating the Olympics 2024™, 48% will use social media to watch highlights, 29% will get updates/information, 28% (28.46%) will follow real-time results or live updates, and 28% (27.76%) will seek news stories. This widespread interest highlights the global anticipation and engagement with the upcoming games.

We asked survey participants in the USA which brand comes to mind first when thinking of the Olympics 2024™. The majority named Nike (30%). Other prominent brands that came to mind included Adidas, Coca-Cola, Gatorade, Visa, Air France, Airbnb—some of which are official sponsors, while others are not.