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Olympic excitement increasing as Brits remain optimistic about Games benefit

14 March, 2011

LONDON — The majority of Britons think the London 2012 Olympics will deliver a boost to London’s economy, while more than half of Londoners are looking forward to the event, according to research from Out of Home media agency Kinetic.

Around 70% of people think the Games will boost the economy in both London and the UK as a whole, with 45% of those planning to visit the Games saying they will visit other attractions while in London.

51% of Londoners and 40% of people from across the UK are already excited about the Olympics, up 5% since October 2010.

Meanwhile 20% of people in the UK say they will try and get tickets for the Olympics – and 1 in 3 people in London – with only 23% of those people saying high tickets prices will deter them.

While 59% of Brits (and 54% of Londoners) are concerned about the cost of staging the Olympic Games, 39% of people believe the benefits will out-weigh the costs.

Despite ticket registration opening last autumn only 33% of people who are planning to visit Olympic events have already registered for tickets, and 34% are planning to do so soon. The same number (34%) are planning to only visit free events such as road cycling.

However, more than half of those Britons planning to visit the Olympics next year will do so not because they are keen sports fans but because they consider it a once in a lifetime opportunity.

Despite a concern about the ability to deal with the increasing number of passengers anticipated on London’s transport system 81% of people will use public transport during their visit to the Games, 56% exclusively.

Only 27% of people expect public transport to be overcrowded and to have poor service during the Olympics, but only 18% expect it to cope well with the extra passengers.
Gideon Adey, business development director at Kinetic, said: “London is undoubtedly a global city and across the summer of 2012 the eyes of the world will be on us.

“The Olympics will be the perfect chance for advertisers to showcase their products to an excited, engaged and active audience in both the capital and around the country.”

Kinetic conducts regular online panel surveys to gauge how seasonal and one-off events will affect Britain on the move, in turn advising advertisers how this highly active audience can best be reached.

For more information contact:
Sarah Crawley-Boevey 07979 964107  
Nick Mawditt 020 7544 4635  

About Kinetic
Kinetic Worldwide is the global leader in understanding how brands can connect with people’s lifestyles and the environments they engage with. Fully owned by WPP, Kinetic’s expertise and insight helps deliver solutions for clients that achieve ambitious brand and marketing goals.

Kinetic is traditionally an Out of Home media agency and in addition today delivers wide-ranging specialist expertise through its complementary service divisions including Joule, Aviator, Target Health, Destination Media Group, Kinetic People, Meta, ALCANCE, Zone and Hi Rezz.

Kinetic employs over 800 professionals across 38 offices.  

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