Mindshare North America released new research surrounding the 2016 Summer Olympics. The company leveraged The Pool, a proprietary research tool, to examine media habits, consumer insights, and brand opportunities leading into the global event. Of the 1,034 people surveyed by Mindshare NA’s Insights team, 75% say that they plan to watch the upcoming Olympics with 88% of Olympics viewers planning to watch on TV. Still, 23% of viewers say that they will watch the events live on PC/desktop. On the VR front, 43% of Olympics viewers say that they would watch the Olympics on a virtual reality headset if they owned one. Meanwhile, 51% of viewers watch the Olympics to see a specific sport—compared to only 29% watching it because of “patriotic duty to cheer for their country.”

Mindshare NA’s research also researched the opportunities for brands to provide content around the Olympics. More than half (56%) of viewers between the ages of 18-34 say that they would like to see brands provide behind-the-scenes content on athletes and team during the Olympics. In addition, 45% of viewers ages 18-34 would like to see brands offer access to tips and advice from Olympic athletes on their sport.