Press release

LOCOG WINS KANTAR MEDIA BUSINESS ACHIEVEMENT AWARD AT

THE SPORT INDUSTRY AWARDS 2011

Over 28 million will watch Games on TV; 4.7 million want to attend live events,
says Kantar Media

12 May 2011 - Kantar Media, official research partner of the Sport Industry Awards 2011, is
pleased to announce that LOCOG (The London Organising Committee of the Olympic Games
and Paralympic Games Limited) is winner of the KantarSport Business Achievement of the Year
Award, one of the flagship judges’ categories at the Sport Industry Awards 2011.

Richard Brinkman, Head of KantarSport at Kantar Media commented: “LOCOG’s achievements

have been amazing. Never has an organization managed to raise anywhere near £700 million
from the private sector in advance of an Olympic Games. We’re proud to be the category
sponsor of the Business Achievement Award and for the trophy to go to such a deserving
organization who have so comprehensively exceeded stretching targets.”

Kantar Media’s British consumer survey, GB TGI, highlights the public’s attitudes towards the
Olympic Games in London 2012. Almost 28 million people say that they will watch the Games on
TV, 4.7 million wish to attend live events with a total figure of 60% intending to follow or volunteer
at the 2012 games. In comparison, during the build up to the 2008 Beijing games, 45% of British
adults intended to follow the event and the figure who actually did was over 70%.

“As we have seen in the last few months, anticipation of London 2012 is building rapidly with over
20 million applications for tickets to the Games. LOCOG has done a great job in promoting
London 2012 both at home and abroad,” added Richard Brinkman.

Attitudes towards London 2012: Great Britain adult population

Number of GB % of GB adult
adults population
Likely to follow/volunteer London 2012 30,000,000 60%
Attend live events 4,700,000 9.5%
Volunteer at 2012 1,000,000 2%
Watch on TV 27,700,000 56%
Follow online coverage 8,200,000 17%
Listen to on radio 9,900,000 20%
Read in newspapers 18,300,000 37%
Read in magazines 6,300,000 13%

Sponsoring the Olympics gives companies a better 13,500,000 27%

image: Any agree
The London 2012 Olympics will have a positive 14,250,000 29%
effect on ordinary people’s lives: Any agree
Hosting the Olympics is a good use of taxpayers’ 11,000,000 22%
money: Any agree

Source: Kantar Media GB TGI 2010 Q2

- ends -
 

About Kantar Media Press release

Established in more than 50 countries, Kantar Media helps clients master the world’s multimedia
momentum through analysis of print, radio, TV, internet, cinema, mobile, social media, and outdoor
worldwide. Kantar Media offers a full range of media insights and audience measurement services
through its global business sectors – Intelligence, Audiences, TGI and Custom. Kantar Media
companies also include Compete, Cymfony and SRDS. Drawing upon the deepest expertise in the
industry, Kantar Media tracks more than 3 million brands and delivers insight to more than 22,000
customers worldwide.

www.kantarmediauk.com.
http://twitter.com/kantar_media.

For further information, including photography, please contact:

Helen Brockett
PR Consultant
Eureka Communications
helen@eurekacomms.co.uk
+44 (0)7879 282828