Muscles, Medals and Motivations

MUSCLES, MEDALS, AND MOTIVATIONS People who watch the Olympics fall into two camps: Those who are patriotic and support their country and its athletes People who want to belong to the worldwide event and spirit of the games VS Will this year's advertisers successfully reach these audiences? Brands advertising to these audiences should understand that the two are very different in the attributes and activities they care about: 16% more likely to value 14% Energy efficiency less likely to valué 17% 21% Time-saving less likely to valué more likely to value 13% 12% Listening to music more likely to value less likely to value SAMSUNG 224% 69% less likely to valué Self-image more likely to value P&G 17% 20% International travel less likely to value more likely to value VISA resonate Sample Size: 6,268 Audience: People who watch sports on TV www.resonateinsights.com