Overcrowding and Heavy Traffic Cited as Major Concerns
BEIJING, March 10 /Xinhua-PRNewswire/ -- With only two weeks remaining until the start of the 2008 Olympic Torch Relay and a little less than five months to go until the Opening Ceremony, a just-released online survey found enthusiasm and excitement among local Chinese is soaring for the upcoming Beijing 2008 Olympic Games, with pride in China as host of the Games and Chinese athletes potential for Olympic Gold driving much of this excitement.
The Project 2008 Poll, a joint initiative of the Ogilvy Group in China and Millward Brown ACSR, probed Chinese residents in locations along the Torch Relay route in China for their attitudes and opinions regarding the upcoming Olympic Games. Launched in early January, the study utilized Lightspeed Research, Millward Brown ACSR’s online China panel, which collected 2,687 responses from citizens aged 12-54 across 20 provinces as well as four major Chinese cities.
The study found nearly three out of four residents (74%) are excited about the forthcoming Games, and this interest is high across the board in major Chinese cities. Residents in Guangzhou registered the most excitement (80% being extremely excited or excited), followed by residents in Beijing (79%) and Shanghai (74%). Other areas of the country expressing particularly high excitement were Liaoning and Hebei in the north; and Fujian, Hunan, and Guangxi in the south of China.
“We often see residents in locations outside of the major cities feeling left out of the ‘modern Chinese miracle,’” commented Miles Young, Chairman of the Ogilvy Group in Asia Pacific. “Ironically the further you travel from Beijing and Shanghai, the more enthusiastic the public is, as for them the Olympics is a singular highlight; whereas for wealthier people in the big cities, they have many more things vying for their attention.”
“We knew excitement levels were high, but this research confirms that Olympic euphoria is alive and well and rampant throughout China. While the Games will largely be held in Beijing, the Olympics is not all about Beijing, but rather the entire nation and the pride Chinese citizens have in hosting the Games,” added Young.
Strong Undercurrent of Patriotism/National Pride
The Project 2008 Poll found Chinese pride high in serving as host of the Games, with 72% of the respondents saying they are proud of China, 60% saying they are proud of the Chinese athletes who will participate in the Games, and 66% voicing their hopes for China to win the overall medal count.
This finding correlates with the way Chinese residents categorize the Games when comparing them to the NBA and the World Cup. When asked, “Which of the following attributes best describes your attitude to the Beijing 2008 Olympic Games, the NBA, and the World Cup?” the most commonly listed descriptor was “entertainment”; 41% saying this of the NBA, 37% relating this to the World Cup, and 30% associating this to the Olympics. Conversely, when connecting these sporting platforms to the attribute “serious,” 28% of respondents described the Olympics as a “serious” event, which is much higher compared to the NBA (8%) and the World Cup (13%).
“By describing the Games as ‘serious’ vs. ‘entertaining’ we can see Chinese citizens see the Olympics in a different light, and the competition is as much about entertainment as it is about face and respect for China and Chinese athletes,” commented Sacha Cody, Account Director of Millward Brown ACSR.
The fervor by which China has embraced the Olympics supports the notion that China is using the Games as a catalyst in its ambition to show the world a new China and gain respect while doing so. With Olympic stadiums near completion, new world-class landmarks such as the CCTV Tower and the Grand National Theater, and Terminal Three of the airport just completed, all demonstrate a new form of “soft power” for China.
Despite Optimism, Concerns Prevail
While the results of the study were overwhelmingly positive, residents have expressed concerns over traffic and overcrowding, with 56% saying they are concerned about both of these issues. In addition, nearly 40% of respondents cited pollution in Beijing as a major concern.
National pride also came through as respondents voiced their concerns. Among those surveyed, 36% worried about Chinese athletes not winning their events.
According to Alexandra Oikonomidou, Director of the Ogilvy Group’s Olympic Practice in Beijing and a former staff member of the Athens Organizing Committee for the Athens 2004 Games, consumers voiced many of the same concerns prior to the 2004 Olympics. “Air quality, security, overcrowding and how much Athens was spending on the Games dominated the news for weeks, and even months, before the Games began,” commented Oikonomidou.
Record Breaking Attendance Levels Expected
The Project 2008 Poll confirmed attendance levels are expected to be at an all-time high. When asked “are you planning on staying in Beijing/or traveling to Beijing during the Olympic Games,” only 2% of Beijing residents expressed any desire to leave the city, while 36% of Shanghai residents and 27% of Guangzhou residents plan to travel to Beijing for the Games. Productivity will also be low in Beijing specifically, as 48% of locals plan to take their annual leave during the Olympics.
This is contrary to what transpired during the Athens 2004 Games, where the city suffered in terms of local attendance due primarily to fears of overcrowding and terrorist attacks in advance of the Games.
“Many residents fled the city and returned only after the closing ceremony,” said Oikonomidou. “What was surprising to us in Athens was how many residents left and returned to attend the Paralympics. The ticket sales for the Paralympic Games, particularly among local residents, were double the initial sales forecast of 400,000 tickets.”
Sponsorship Views: Local Sponsors Have Much To Gain
In terms of Chinese attitudes regarding sponsors and sponsorship, many residents have welcomed them. When probed about their views towards sponsors, among a number of statements, 87% of the respondents listed, “Hosting the Olympics is an opportunity for Chinese brands to become international,” followed by 81% saying, “I wish there were more sponsors of the Olympics.”
“Clearly sponsor-fatigue has not set in, and Olympic sponsorship is seen as a contributing factor in creating excitement and anticipation among consumers,” commented Young.
Many experts forecast the Beijing 2008 Olympic Games will have a significant impact on the global aspirations of such local brands as Lenovo, Haier and China Mobile, as these companies share Olympic marketing platforms beside world-class brands like Coca-Cola, GE and Johnson & Johnson.
Amongst sponsors with the greatest opportunities, consumers cite plans to purchase mobile phones, property for investment and LCD TVs as the top three goods residents planned to buy pre-Olympics. Post-Olympics, these priorities shift with property for investment or property to live in ranking first after the Olympics.
Television and Internet Leading Channels to Follow the Games
In terms of specific media consumers plan to use to follow the Games, television ranked highest, with 86% saying they will watch the Games live on television. Online media followed at 59%. Interestingly, in terms of Internet usage during the Games, both Shanghai and Guangzhou residents say that they would tune in online at 60% and 61% respectively, followed by Beijing at 52%. Respondents say that they will utilize an average three media to obtain news and information about the Olympics.
This overwhelming interest in the Olympics is consistent with forecasts by media investment agencies in China related to media consumption habits. According to GroupM, WPP’s media investment agency in China, television viewership should reach 90% of the country at any given time during the Olympics, with the Opening and Closing Ceremonies expected to be blockbuster performances. This is comparatively high to what was experienced in Greece, with 80% tuning in for the Opening and Closing Ceremonies and an average of 40% tuning in during the course of the Olympic period, and consistent with Sydney where 90% of the country watched the Games on television.
In terms of digital media, the Beijing 2008 Games will see record growth. With Internet penetration beyond 210 million residents, according to the latest figures issued by China Internet Network Information Center (CNNIC), spending on online media is expected to reach RMB17.2 billion, an estimated 62% jump from spending in 2007, according to Neo@Ogilvy, the Ogilvy Group’s digital marketing arm.
“Understanding the attitudes, opinions and behavior of local residents towards the Olympics was our prime motivation behind this research, and we conducted this to help guide our client sponsors in developing their brands during this time,” added Young. “By understanding media consumption and consumer interest, we can develop meaningful campaigns that look at Olympic sponsorship in a 360 degree way.”
Gold Medals Expected in Table Tennis and Diving Competition
When asked which Olympic sports respondents most like watching, table tennis, diving and gymnastics ranked the top three sports they will follow to witness Chinese athletes’ quest for Gold.
China is fielding one of the strongest teams in the table tennis competition for the Beijing 2008 Olympics; with the world’s top five-ranked women and top four-ranked men all being Chinese nationals. The prospects for Gold are high as China recently claimed the top spots in both the Men’s Team and Women’s Team events at the 2008 World Team Table Tennis Championships in Guangzhou held in February of this year.
The Chinese National Diving Team is also among China’s strongest teams, wining nine medals in total in Athens, six of which were Gold. Gymnastics, another sport in which China is favored to take home multiple medals, came in as a solid third in terms of local interest to witness Chinese athletes’ pursuit of Gold.
Other sports with particularly high interest levels include athletics, badminton, and volleyball. Handball, water polo and softball ranked as the least favorite sports to watch.
Post-Olympics Beijing
While anticipation and excitement are high, there is uncertainty among Chinese people as to what will happen to the city after the Games. Nearly a third (32%) of respondents believe that there will be a cultural and developmental void after the Olympics, and that new construction will go unused. Over-spending is also a major concern, with 25% of respondents saying so.
Sponsors, however, have much to gain. The survey found 57% of respondents saying that the Olympics made them more interested in sponsor brands overall, with 71% responding that they are paying closer attention to advertising by Olympic sponsors than that of non-sponsors.
Similarly, a post-Olympic survey in Sydney just after the 2000 Games found that almost 85% of spectators believed that sponsorship helped make it possible for national teams to attend the Olympic Games, while 59% felt that sponsor activities enhanced their Olympic experience.
About The Ogilvy Group in China
Ogilvy China ( http://www.ogilvy.com.cn ) is the largest marketing communications network in China. It offers the full range of marketing communication disciplines including advertising, direct marketing, interactive media, database management, public relations, graphic design, and related marketing disciplines. As Brand Stewards, the agency works to leverage the brands of its clients by combining local know-how with a worldwide network, creating powerful campaigns that address local market needs while still reinforcing the same universal brand identity.
Ogilvy & Mather integrates these communications disciplines using its proprietary 360 Degree Brand Stewardship process, which holds that every point of contact builds the brand. Ogilvy Group Companies are working with 10 of the Olympic sponsors, partners and suppliers.
Ogilvy & Mather Worldwide ( http://www.ogilvy.com ) is one of the largest marketing communications network in the world, operating 497 offices in 125 countries. Ogilvy & Mather Worldwide is a member of WPP plc (Nasdaq: WPPGY), one of the world’s leading advertising and communications services groups.
About Millward Brown ACSR
Millward Brown ACSR is the Chinese business of Millward Brown, one of the world’s leading research agencies and is an expert in effective advertising, marketing communications, media and brand equity research. With a wide range of methodologies including CATI, CAPI and a dedicated consumer panel, Millward Brown ACSR is a full service marketing research organization that works with multinational and Chinese brands and services in China.
Millward Brown has more than 70 offices in 44 countries. Additional practices include Millward Brown’s Global Media Practice (media effectiveness unit), Millward Brown Optimor (focused on helping clients maximize the returns on their brand and marketing investments), Millward Brown Precis (PR measurement practice), Dynamic Logic (the world leader in digital marketing effectiveness), and BMRB (public sector, media and market research).
About Lightspeed Research
Lightspeed Millward Brown ACSR is the China business of Lightspeed Research, a global interactive data solutions provider delivering market research results through global panels. Lightspeed Research’s proprietary panels are recruited and maintained to ensure quality and representative sampling to support studies that range in scope and complexity across most industry sectors.
Lightspeed Research operates panels covering healthcare, financial services, automotive, B2B, telecommunications, family and more, and provides access to household members across 34 countries in Europe, North America and Asia-Pacific.
Both Millward Brown and Lightspeed Research are part of Kantar, WPP’s insight, information, and consultancy group.
