February 12th, 2014
Olympics Viewers Don't Like Celebrity Endorsements Sponsor messages are OK, though
Winter Olympics will be glad to know that people who watch the games are 9 percent more likely than the general public to buy from companies that sponsor sporting events, but beware of celebrity endorsements—viewers are 43 percent less likely to buy products that celebrities use, according to Experian Marketing Services.
Meanwhile, multitasking during the games is on the rise, with three-fourths of those planning to watch the Winter Games plan to use more than one device while doing so, per Arnold Worldwide. Social sharing also is on the rise since the London Olympics two years earlier, with 62 percent planning to use Facebook and other platforms.