An Exploration of Audience Demographics, Personal Values, and Lifestyle: Influences on Viewing Network Coverage of the 1996 Summer Olympic Games

Abstract

This study uses a two-stage telephone survey method, involving a stratified random sample (n = 248) of American adults (18+), to examine the implications of audience demographics, personal values, lifestyle, and interests to sport marketing and media, in the context of the 1996 Summer Olympic Games. Three hypotheses were tested using stepwise multiple regression and independent group t-test analyses and all received at least partial support. Male respondents' levels of interest in the Olympic Games were significantly related to their patriotic values and lifestyle. Those most interested in this event reported significantly higher levels of patriotism and religiosity than those less interested; likewise, the high event interest group reported enjoying advertising at a significantly greater level than their low event interest counterparts. Demographics, lifestyle, and event interest levels significantly influenced total amount of exposure to the event telecast.

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