How much importance do you attach to the Summer Olympics as a sporting event?

With the Tokyo Olympics now in its final few days, we ask consumers in the United States and Great Britain about the importance they attach to the Summer Olympics.

The survey conducted on August 3 via YouGov Direct reveals that nearly one in two adults in the US (47%) and Britain (48%) think of the Summer Olympics as the ‘ultimate sporting event’.

That sentiment is more pronounced among women in each market. In the US, 51% of women, as compared to 43% of men, say the Summer Olympics is the ‘ultimate sporting event’.

This gap is more noticeable among Brits, with women (56%) being 15-percentage points likelier than men to consider the Summer Olympics as the most important sports event.