From Simone Biles, LeBron James and Steph Curry to Scottie Scheffler, Katie Ledecky and Coco Gauff, superstar athletes are fired up to compete in the summer Olympics. And the majority of Americans will be tuning in!

Parable conducts a monthly survey of more than 800 U.S. adults 18+. We found the event is particularly popular among adults aged 35-44, with 73% expressing interest, closely followed by those aged 25-34 at 71%.

Olympic-Sized Advertising
NBC has sold a record $1.2 billion in advertising for the Paris Olympics. The International Olympic Committee says ad spending from sponsors is up 18% compared to the 2021 summer Olympics in Tokyo.¹

It’s not surprising that brand marketers break the bank on this major global event. The Olympics attracts young and affluent viewers. Our survey shows individuals with incomes over $100,000 are eager to tune in to the summer Olympics.

In addition, Olympics watchers are more likely to go on a multi-day vacation (49%) versus only 43% of the average adult.

Demographics of Olympics Watchers
Olympic viewers look just like us. When comparing demographics of total adults versus the people who say they are planning to watch the summer Olympics, we find they reflect the general population except for both income and educations levels where the Olympic viewer is both more affluent and better educated.

Olympics Watchers Pay Attention to Ads
Advertisers can reap rewards by marketing to Olympics watchers because they are heavy media users! They pay attention to ads and use streaming services. For example, 65% of the population says they pay attention to advertising on traditional TV but that goes up to 76% for Olympic watchers, they are also significantly more likely to pay attention to ads on Streaming TV and Streaming radio. This is great news for those advertisers hoping to reach an important audience.

When we asked, “Do you pay attention to ads on the following platforms,” here are the responses:

Armed with information about this young, affluent audience, Parable can help you create impactful advertising campaigns and marketing messages – even without an Olympic-sized budget!

Email [email protected] for support with marketing strategies that will appeal to these media-savvy consumers.

1 “NBC has sold a record $1.2 billion in advertising for the 2024 Paris Olympics,” Fast Company