Ashling O'Connor, Olympics Correspondent
Download 'Too Hot', an exclusive Specials track from iTunes
Negative publicity surrounding the Beijing Games has caused a “drastic” fall in interest in the Olympics in Britain, according to market research released today. The public's appetite for the world's biggest sports event has declined since the Athens Games in 2004, led by concerns about China's human rights record and air pollution.
The survey by Sport+Markt, published exclusively in The Times, showed that the proportion of people who were either “interested” or “very interested” in the Olympics had fallen from 52 per cent to 36 per cent over the past four years. Britain displayed the lowest level of enthusiasm out of the five major European countries - Germany, Italy, France, and Spain - where interest had fallen. Germany registered the highest level.
Unsurprisingly, as Beijing is the host city, the highest interest in the Games was recorded in China, followed by Russia, Japan and the US - the other big Olympics markets.
“In the UK, the drop in interest in the summer Games over the past four years is drastic. The fact that England did not participate in the European Championships this year should have had the opposite effect,” Gareth Moore, an international sales director, said. “But negative publicity regarding China and Tibet as well as the environmental issue and discussion on Beijing's air pollution did its job.”
The findings, based on telephone interviews with 1,000 people per country between the ages of 16 and 69, will worry the International Olympic Committee (IOC). Jacques Rogge, the president, has maintained that the anti-Chinese protests that plagued the Beijing torch relay around the world earlier this year had not damaged the Olympic brand.
His optimism contrasts with private views expressed by some IOC members that they regretted their decision in 2001 to award the Games to Beijing because China's political leaders had failed to carry out some of the promises made at the time. Besides a vocal - and non-binding - pledge to improve the human rights situation, Beijing made contractual agreements to increase media freedom during 2008 and clean up its heavily polluted air in time for the Games which start a week today.
However, human rights campaigners are still reporting crackdowns on civil liberties and religious freedoms, and a restraint on the press as the opening ceremony approaches. Journalists in the Olympic Village have reported blocks on certain websites critical of China. Photographs this week of Tiananmen Square encased in a thick haze of industrial smog offer proof of China's failure to meet the IOC's expectations.
“The events in Tibet this spring as well as protests regarding the torch relay acted as a negative worldwide campaign for the Olympics in Beijing,” Hartmut Zastrow, the Sport+Markt executive director, said. “This significantly decreased the anticipation in the build-up to the Olympics.” The findings may also worry London's Olympic organisers. An unsuccessful Games in Beijing could create a hangover effect, although the poll did find that 64 per cent of respondents in Britain were looking forward to the 2012 Games.
There is some good news for the IOC. The survey revealed a jump in awareness among the British public of the Olympic sponsors compared with four years ago. Coca-Cola was the most recognised brand followed by McDonald's and Visa.
- Separate research published yesterday by the Department for Children, Schools and Families found that more than eight out of 10 young people know very little about the 2012 Olympics. Some children surveyed were not even aware that the Olympics were to take place in London. One Year 2 child thought it would be in the US, while a Year 1 child suggested Australia. Eighty-three per cent know “not very much” or “nothing at all” about the Games. The report suggests that awareness of the Olympics will increase after the Beijing Games. In September, the London Organising Committee of the Games (Locog) will launch their education programme designed to encourage children to learn about the values of the Olympics.
Win a luxury weekend to Newcastle and its neighbour Gateshead, find out more here
Risk, resilience and embracing new technology
Industry sectors news at a glance. Interactive heatmap, video and podcast
Discover the power of collective thinking. Submit a solution and be in with a chance to win a Media Hub Home Entertainment System
The inside track on current trends in the charity, not for profit and social enterprise sectors
Everything the Business Traveller needs to know to make a better trip
Make the most of the summer and enter our fabulous photographic competition, you could win a £5000 holiday
Corsica is an island of beauty and contrast, an ideal holiday destination
Enjoy further reading from Travel to Fashion, Business to Sport, discover more
Shortcuts to help you find sections and articles
The clever way to lease a new car is with Car leasing made simple™
2009
per month on 36-month
Personal Contract Hire (PCH)
2008
42850
Car Insurance
£24,250 - £30,346
MI5
London
£60,000
The Environment Agency
Bristol
Up to £90K
Boots
Midlands
OTE £85k
Credit Protection Association
Nationwide Opportunities
Completely London
Luxury Condo's in Manhattan with NYC views
The best new homes in Wimbledon?
Nationwide
Fabulous Cruise And Cruise & Stay Offers Including Virgin Atlantic Flights Prices Start From Only £699pp!
Last Minute Cruise And Cruise & Stay Offers. Med From £499pp, Caribbean From £699pp!
5 star quality at a 3 star price.
8 fabulous Canadian cities ...you won’t find cheaper
Contact our advertising team for advertising and sponsorship in Times Online, The Times and The Sunday Times, or place your advertisement.
Times Online Services: Dating | Jobs | Property Search | Used Cars | Holidays | Births, Marriages, Deaths | Subscriptions | E-paper
News International associated websites: Globrix Property Search | Property Finder | Milkround
Copyright 2009 Times Newspapers Ltd.
This service is provided on Times Newspapers' standard Terms and Conditions. Please read our Privacy Policy.To inquire about a licence to reproduce material from Times Online, The Times or The Sunday Times, click here.This website is published by a member of the News International Group. News International Limited, 1 Virginia St, London E98 1XY, is the holding company for the News International group and is registered in England No 81701. VAT number GB 243 8054 69.
I think the Olympics in London will be great. Certainly the spirit will catch on and Britons will make an effort to renew interest in the Olympic ideals. Britons have history of hospitality and keeping spirits high around a central cause.
Jean, Austin, Texas, USA
It will only be notable for protest,I am also sorry that Ken Livingstone and our hopeless government will inflict yet another burden on the London counciltaxpayer in 2012.
Seriously,is anyone that interested?
Jean , London, England
It's going to to get worse when the 2012 games go to London. I have been there many times. The weather is always cloudy. Athletes will certainly feel depressed there. it is not an ideal please for the Olympics. The games should always be in the US.
mark, Wisconsin, USA
How could interest possibly be high in a country of decades-long sports underachievement such as Britain? The other countries cited all have recent huge success in meaningful sports. The UK has nothing since 1966.
Mike McPhelan, Beijing, China
Gavin Birmingham
The pollution is the outcome of China piling up lots of cash. Their communist government choose to do this. I never buy any of it. The poor Chinese people have to go along with it and do as they are told. Boycott Chinese goods if you feel so strongly about it.
Colin, Cambridge, United Kingdom
Isn't it interesting that interest is low in Britian while interest in countries like Russia, Germany and the US is high? Maybe it's because they actually have a chance of winning something. Next you're going to tell me Jamaicans don't really find the Winter Olympics interesting.
Simon, New York, USA
Western hypocrites! Blame China for pollution, but most of the factories in Beijing are either owned or run by Westerners or they are manufacturing goods that the west outsourced to China. Blame China for Human Rights problems and them lot go to Middle East to murder people for oil!
Gavin, Birmingham, UK
The fact is that this Olympics isnt really about sport.
For the Chinese government its an expensive and doomed exercise in self glorification
For the protestors its about an opportunity to point a torch at the less attractive side of China
Any sport is only incidental.
mike, nottm, UK
This would have been a real opportunity for China to throw off the dark past in the eyes of the world. But instead they choose to do the opposite. So many illogical restrictions on everything and everyone is spoiling the 2008 Olympics. There is no need for it and simply makes China look ridiculous
Colin, Carmarthen, United Kingdom
What was the IOC thinking when they chose China in the first place? All the criticism is being directed at China when the IOC failed to consider pollution and human rights when they chose China.
Nancy DiGirolamo, Wassaic, NY, usa
I also will not be watching the Games as a protest against China's atrocities against her own "people". But then in future which country can really meet the criteria to host the Games?
kiflee, Johor, Malaysia
Blatant abuse of the Olympic spirit not seen since the 1936 games. China is using the games as a launch pad for supreme status in the world. Sound familiar??
Alison, Edinburgh, UK
Maybe the lack of interest in the UK is is related to what people in the UK think about the chances of the British team winning any medals
stanley Canning , Haifa ,
I still wish our athletes would show some moral fibre and boycott the games, but they've probably been warned that any dissent will be squashed and they would never be able to compete for Britain again. I also suspect that they've all been forced to sign NDAs and not even allowed to reveal that fact
pcooke, Gloucester,
To James: Of course you think China is safer - the press don't cover any stories of murders or serial killers or rapes or thefts, they only cover the (presumably rare) occasions when such criminals are caught. I have personal experience of this.
Nicholas J Stone , Wallingford, GB
"ALL TICKETS SOLD for the first time ever! " - that's because instead of fans in the stadiums you'll have the military and politicians who have snapped up all the good tickets. You'll be able to hear a pin drop in the stadium if China isn't the one getting the gold medal.
Iain, Sydney, Australia
Anyone who thinks it matters to anyone else whether or not you watch some athletic games on TV or not is delusional. No one cares if you don't watch! Go out enjoy your life! Engage in some athletics on your own, whatever! You won't be missed.
Simon, New York, USA
Just like football and F1 racing, the Olympics are simply way too big, way too commercial, and way too unsporting.
Over the last twenty years the only genuine improvement to come out of the Olympics is the ability to cheat and get away with it.
I'd be happier without them anywhere.
Ken.H, Harrow, UK
Even if every television in the UK is turned off during these Olympic games, they will still achieve the largest television audiences ever. Does it matter if the public (in the UK) lose their appetite for the Beijing Games?
Chen, Shanghai, China
Lets face it how many have been to China I read at home about another stabing and murder take into account the population of China its much safer here. Flew a chinese airline last night and the leg room was like business in the rest of the world. Is doing it better showing off?
James, Jilin, China
Isn't it strange that the biggest sponsors, Cocal Cola and Mc Donalds, are some of the msot unhealthy food and dirnks avialable but use athletes in the prime of physical fitness to advertise? I wonder how many athletes have Coca Cola and Mc Donalds as part of their training diet!
Nick, Bangkok, Thailand
Of course the CIA-financed anti-Chinese propaganda was also the loudest in those five countries. Pollution? How about Los Angeles 1984 before serious emission controls? Also, ALL TICKETS SOLD for the first time ever! Also, a poll can be designed to produce any number.
T. Y. Chaillot, Paris, France
I shan't be watching it. This horrible regime is intent on showing off to the world. It will have no effect on me. I shall be unable to completely avoid news of it but I am boycotting the coverage out of solidarity for the people China has tortured murdered and imprisoned this year alone.
Paul Owen, Birmingham, UK
It is not just that the "Games" are in China it is because the organisation is also seen as one big junket for the organisers and hangers on and oh! I forgot about drug enhancement. The whole thing is fake. Pierre de Frédy, Baron de Coubertin would be spinning in his grave.
Bluemik, Liverpool, UK