The percent of U.S. adults who are likely to buy products from companies that sponsor sports teams and sports events increased among the NBC viewers of the 2008 Summer Olympics.
In mid-June 2008, the percent of those who watched the Summer Olympics on NBC who were likely to buy products from sports sponsors was 13%. By the second week of August of that year (the mid-week of the Summer Olympics), that number rose to 18%, a relative increase of 36%.
On the contrary, those who did not watch the 2008 Summer Olympics on NBC were less likely to buy products from sports sponsors. They also did not experience a significant change in their respective buying habits at the time of the Olympics.