A recent survey by OMD, a leading independent specialist in West and Central Africa, has revealed a high level of interest among Ghanaians towards the upcoming 2024 Paris Olympics.
This study from its revolutionary tool, the OMD Consumer Intelligence (OCI), aims to uncover pertinent consumer insights surrounding the upcoming global event, including anticipated shifts in media consumption patterns and potential opportunities for brands.
This was in collaboration with research firm GeoPoll, which surveyed consumers across four African countries – Nigeria, Ghana, Kenya, and Tanzania, to better understand their level of  interest in the event, viewing preferences for various sports and programming, betting trends, and public perception of the event’s cultural and social impact.
Key findings of the study in terms of general interest revealed that six out of 10 Ghanaians expressed a high interest in following the event, with 92% declaring their intentions to watch the games.
It also revealed that football was the game most individuals were interested in watching, with Ghana recording 57% and Nigeria recording 56%.
Athletics and Boxing were the next preferred sports respondents from Ghana intended to follow after football, the study revealed.
Moreover, in terms of viewership, the study revealed that 80% of the respondents would follow the event on television and 62% on mobile.
Also, 64% of the respondents indicated that they would watch the opening ceremony while saying they would prefer to watch the entire sports rather than just turning in for the finals.
According to the study, the viewership was projected to increase throughout the day, as 49% of respondents are most likely to watch in the evening from 6 pm to 11 pm.
The study also identified opportunities for brands to market their products and services as viewers intended to upgrade data plans, socialise with friends, engage in sports betting, and consume alcohol.
The study, according to OMD and GeoPoll, would provide clients and relevant stakeholders with timely, actionable insights for more informed planning and decision-making.
By Nafisatu Abdul Razak