The Olympic Games are the oldest sports celebration in history, and the most important in the world. An event that has only been canceled on very specific occasions, such as the case of its last edition in 2020, due to the global coronavirus pandemic. Even so, in view of a debatable improvement in the situation of the global health crisis, the games took place during this year 2021.
However, it has been one of the most challenging editions of its history as it does not have a live audience and faces the restrictions of the moment. To analyze what the impact of such a significant event has been, he wanted to explore the impact on digital media of this edition using his own tools, thus launching his report:
How the Games affected consumer demand
One of the aspects analyzed in the SEMrush report is the impact of holding this competition at the eCommerce level. Beyond the opportunity it represents for athletes, sponsors and all organizations related to the Olympics, this event also often causes a stir in consumption habits in the sports sector.
This year was no different. Therefore, the SEMrush team conducted an analysis of more than 6,000 searches on Amazon related to sports products, carried out within the duration of the event, noting a substantial increase of 900% in the sale of the most popular sports products. In addition, almost 31% of the products evaluated had their maximum search peaks of the year during the competition. Within the searches, those that showed a greater increase in searches were the products of tennis, golf, swimming, gymnastics and volleyball, some of the most popular disciplines.
Even so, the sports product with the highest search volume in August was soccer cleats, with a growth of 1,400% compared to July. Similarly, the broadest growth in search traits was achieved by women’s tennis shoes which went from having 515 searches in July to about 85,000 in August, that is, an abrupt growth in 1,071,775%.
What feelings aroused this edition of the JJ. OO. in the audience
Holding an event like this during a global health crisis was a long shot by the Olympic committee. In any case, Tokyo 2020 registered a wide impact on networks, reaching 136,000 mentions on Twitter from July to August 2021 under the hashtag #Tokyo2020.
For its inauguration on July 22, around 1,300 tweets were presented with the main hashtag of the event, among which a parody publication stood out, which reflected the variants of Covid-19 as the mascots of this celebration. This post by a political cartoonist even took precedence over the official tweet from the Olympics account in which they kicked off the games.
Olympics
— Michael de Adder (@deAdder)
Regardless, the post throughout the games kept a fairly neutral tone, with just 3% of negative comments during the first days. Of course, the interest in the networks presented a clear decline as the games progressed.
Not only the gold medalists stood out on social networks
Name
Number of mentions
Simone Biles 70,000 Novak Djokovic 55,000 Naomi Osaka 39,000 Kevin Durant 36,000 Devin Booker 30,000 Tadej Pogacar 27,000 Jrue Holiday 26,000 Khris Middleton 24,000 Alexander Zverev 20,000 Andy Murray 20,000
Not only the winners had traction in these games, because according to the analysis carried out by Semrush, among the most mentioned athletes are not only the winners, but also some other athletes, who, although they did not win, had a great impact in this edition. Such is the case of Simone Billes Y Naomi Osaka who retired from their discipline to take care of their mental health, giving visibility to the stress and strong mental load that these athletes endure.
As for the Olympic athletes with the most followers, it stands out Kevin Duranta basketball player from the United States who led his team to win gold in this edition, and who is the athlete present at Tokyo 2020 with the most followers, has a combined audience between Facebook and Twitter of 31.2 million, far behind the second, Dani Alves, with 19.1 million.
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