PRESENTATION HIGHLIGHTS from CARF Seminars

Vancouver 2010: What Impact Did the Winter Olympic Games Have
On the Way the World Views Canada?

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Wednesday, March 10, 2010

The world has just had an intense, 17-day look at Canada. So what did it think? What impact have the billions of dollars that were spent to hold the Games had on the impressions and perceptions of our country, both within Canada and around the globe?

A presentation by Millward Brown’s Paul Gareau, Vice-President, Client Service examines an international study showing who followed the Games, the media they used, their impressions of the event and the country, as well as their thoughts on Olympic advertisers, and whether Canada is a country they'd like to visit.

Paul Street, Director of Research, CTV Inc., looks at the media and measurement perspective on the Games with a comparative review of the Vancouver 2010 Winter Games versus Calgary 1988.

Join us to get an early overview of the consumer and media data collected following this momentous Canadian event.

Millward Brown – The Impact of the Vancouver 2010 Olympics on 'Brand Canada'

To better understand worldwide perceptions of the Vancouver 2010 Olympics and its impact on Canada and Olympic advertisers, Millward Brown surveyed adults aged 18 to 64 in English Canada, French Canada, United States, United Kingdom, Australia, China,

South Korea, France and Germany. Respondents must have followed at least one of the 2010 Olympic events.

Perceptions of Canada among other nations are consistent with our own – friendly and peaceful, as well as environmentally conscious and cold.

English Canada
Friendly – 79%
Peaceful – 60%
Exciting – 66%

French Canada
Dynamic – 51%
Friendly – 50%
Exciting – 44%

USA
Friendly – 67%
Cold (weather) - 60%
Peaceful – 52%

UK
Friendly – 68%
Cold (weather) – 60%
Peaceful – 52%

Australia
Friendly – 72%
Cold (weather) – 56%
Peaceful – 49%

Germany
Friendly – 80%
Exciting – 54%
Modern – 48%

China
Environmentally Conscious – 61%
Dynamic – 46%
Peaceful – 45%

South Korea
Environmentally Conscious – 61%
Peaceful – 48%
Cold (weather) – 38%

France
Friendly – 65%
Dynamic – 49%
Environmentally Conscious – 45%
Cold (weather) – 45%

The majority of people who watched the Olympics watched most days, especially in South Korea, China and Canada.

Everyone followed the Olympics via television, with secondary media also being popular in China, South Korea and Germany; Online was particularly popular in China.

People around the world were largely impressed with the Vancouver Olympics.

In fact, many people agreed that the Vancouver Olympics were the best Winter Olympics ever:

English Canada 65%
China 57%
French Canada 51%
Germany 49%
South Korea 48%
USA 43%
UK 37%
Australia 37%
France 20%

The most memorable moments

• The tragic death of the Georgian Luger, Nodar Kumaritashvili -All countries played back
• Winning the first Gold Medal with Alex Bilodeau -English Canada
• Shen Xue and Zhao Hongbo were gold medalists (Figure Skating) -China
• Tarah Bright and Lydia Lassila's gold medals- Australia
• Watching Shaun White, seeing Bode Miller medal and watching Ohno get 7 medals – US
• Gold for Maria Riesch - Germany
• The courageous performance of Joanie Rochette in skating -French Canada
• Amy Williams winning gold – UK
• Yuna Kim's figure skating gold medal –South Korea
• The victory of Simon Fourcade – France

The 2010 Olympics was a significantly positive promotional opportunity for ‘Brand Canada’ as well as for popular and regional brands.


Overall, Canada was an excellent host country that worked hard to accommodate challenging weather conditions.

Positive Attitudes Towards Canada as a Host Country

English Canada
Excellent host country – 76%
Showcased their sporting talent– 76%
Able to accommodate challenging weather issues – 73%

French Canada
Showcased their sporting talent– 73%
Able to accommodate challenging weather issues – 60%
Excellent host country – 53%

USA
Excellent host country – 72%
Beauty of Canada was well showcased – 65%
Able to accommodate challenging weather issues – 57%

UK
Excellent host country – 65%
Able to accommodate challenging weather issues – 60%
Beauty of Canada was well showcased – 43%

Australia
Excellent host country – 62%
Beauty of Canada was well showcased – 60%
Able to accommodate challenging weather issues – 53%

Germany
Excellent host country – 68%
Beauty of Canada was well showcased – 59%
Showcased their cultural diversity – 46%

China
Beauty of Canada was well showcased – 61%
Showcased their cultural diversity – 55%
Excellent host country – 46%

South Korea
Beauty of Canada was well showcased –34%
Excellent host country – 29%
Able to accommodate challenging weather issues – 27%

France
Excellent host country – 56%
Able to accommodate challenging weather issues – 48%
Beauty of Canada was well showcased – 36%

The unseasonably warm temperatures at the Vancouver 2010 Olympics were disappointing.

Negative Attitudes Towards Canada as a Host Country

English Canada
Weather challenges were disappointing – 31%
Tickets were too expensive– 24%
Spent too much on the Olympics – 18%

French Canada
Weather challenges were disappointing – 53%
Olympic torch was not accessible enough – 23%
Canada did not live up to their reputation – 14%

USA
Weather challenges were disappointing – 29%
Tickets were too expensive– 10%
Canada was not well organized – 7%

UK
Weather challenges were disappointing – 14%
Tickets were too expensive– 7%
Olympic torch was not accessible enough – 6%

Australia
Weather challenges were disappointing – 22%
Olympic torch was not accessible enough – 10%
Tickets were too expensive– 6%

Germany
Tickets were too expensive – 18%
Weather challenges were disappointing – 17%
Spent too much on the Olympics – 15%

China
Weather challenges were disappointing – 27%
Tickets were too expensive– 24%
Spent too much on the Olympics – 15%

South Korea
Weather challenges were disappointing – 27%
Spent too much on the Olympics – 23%
Tickets were too expensive– 21%

France
Weather challenges were disappointing – 30%
Tickets were too expensive– 12%
Olympic torch was not accessible enough – 10%

The impact of the Vancouver Olympics has been overwhelmingly positive, but varies greatly by country - The most engaged countries walking away with the most improved impressions.

As a result, many people from around the world are more likely to visit Canada.

Visiting Canada Post Olympics:

People around the world widely accept brands supporting the Olympic games through advertising:

And, increased purchase interest in those brands.






CTV – Olympic Winter Games: Calgary 1988, Vancouver 2010

The Games

Calgary 1988 – February 13-28
Curling, Freestyle Skiing, Short-Track Skating demonstration sports

Vancouver 2010 – February 12-28
Ski cross added to games, though not mixed-doubles curling.

The Broadcasters

CTV, TVB

In 1988 CTV was a network of 24 affiliates and 8 shareholders. Baton (CFTO) held 11 stations but had only one share. (Electrohome, WIC, CHUM, Moffat, Maclean-Hunter, CFCF and Newfoundland Broadcasting had the rest of the shares)

Friendly cooperation was not a hallmark of the old CTV and promotion was challenging; not all affiliates allowed CTV-brand promotions to air in their markets.

The Consortium

CTVglobemedia and Rogers agreement to bring multi-media resources to Olympic coverage.

CTV, Rogers Sportsnet, TSN, OLN for English television

• V, RDS, CPAC and RIS for French television.

• Omni, ATN, and APTN for non-official languages

• Rogers Radio stations across Canada and Corus Quebec.

• Globe & Mail

• Consortium website: French and English

Measuring the Games:

TV Methodologies – Network and Local

The Television World - and Beyond via BBM Diary - 2010

Computer in home 91.6%

==> Internet Access at home 92% or 84% of pop.

Cell phone for personal use 53.6%

Blackberry 11.9%

BBM National Diary Service:

• Begun 1983 with 23 weeks of measurement
• 48 Weeks measured in 1987-1988
• W/O February 18th – 4376 sample, 2+
• Average weekly sample – 2724, 2+

BBM National Diary Service – Targeting

• Standard demos
• Refined Women targets:
o Working Women
o Housewives
• Farmers, Managers-Professionals: subsets of male demographics.
• No Program or cumulative reach reported

2010: A Different World of Demographics and Product-Use Questions

2+ Sample, w/o Feb 15th, 2010 – 8,350
Vehicle Ownership
Use of Doughnut shops
Casino Visits
Travel/Vacation Activity
Education
Occupation
Marital status – don’t need a man to be married

A Sampling of 2+ Audiences Before the Winter Games



Opening the Games, 2+

4,189,000 – CTV & TVA
16.9 National Rating
Saturday: 2:30-5:15PM

13,501,000 – Olympic Consortium
40.3 National Rating
Friday 9PM-12:24 AM

The Big Event, 2+

4,900,000 – CTV & TVA
19.9 National Rating
Final Saturday: 7:30-11PM
55% female audience

16,638,000 – Olympic Consortium
49.7 National Rating
Final Sunday 3:20-5:53 PM
47% female audience

Closing Ceremony, 2+

5,560,000 – CTV & TVA
22.4 National Rating
Final Sunday: 8-11PM
55% Female

14,322,800 – Olympic Consortium
42.8 National Rating
Final Sunday 8:30-11:05 PM
53% Female

Closing Ceremony

Measuring the Games’ Scope

Canadian Unique Multimedia Engagement – CUME

Vancouver 2010

• Previous Games were well covered and well produced
• Different approach to Games – “Like never before”; take the Olympics further….more consumer choice.
• Multi-media treatment of Games with unprecedented coverage.
• Watch every minute – television and online.

• Build a bigger experience for people to follow the Games.

The Power of Online:

CTVOlympics.ca and RDSolympiques.ca

• 215 million page views
• Multiple days 2+ million video views
• 12.3 million unique visitors (50% of online Canada)
• 4,800 total hours of coverage available online.

The Vancouver 2010 Media Experience

• TELEVISION – BBM Canada’s PPM (Personal People Meter)
• ONLINE – Omniture software that tracks actual web site visitation and video viewing, for the Consortium’s two websites.
• RADIO –BBM Canada’s latest audience sweep, for the Consortium’s 96 Rogers and Corus Québec radio stations.
• PRINT – The Globe and Mail readership from the most recent NADbank newspaper readership study.
• IMI International – Pre-games tracking of Olympic media consumption intentions. CTV uses as multi-media calibration tool.

The Conclusion

• With millions of users and hundreds of millions of pages served, online impact was multiples of previous games.

• Online consumption did not diminish television use or the appeal of local viewers to their local stations.

• When the efforts are properly aligned, and promoted, even the largest of events can be made bigger and more important.