Direct mail and people interested in the Olympics

As London 2012 approaches, our 2011 report looks at which groups are most receptive to Olympic fever.

There's not a great deal of variation among the different age groups, though retirees are most positive - 19% of over 65s think the event will have a positive effect on ordinary people's lives.

It's 55 to 64-year-olds who are least convinced, with only 13% agreeing it will have a positive effect.

Interestingly, there are big differences between social classes. Groups at either end of the socio-demographic scale are strongly sceptical about the Olympic effect.

Only 6% of social grade As and 7% of social grade Es think the Olympics will have a positive impact on ordinary people. C1s are the most positive, with 30% believing we'll benefit from the Olympics.

Our report also looks at the best channel to contact these different groups. To reach people who believe sponsoring the Olympics gives companies a better image, for example, you'd be best off using direct mail, followed by the cinema and internet.

That's because these individuals are 16% more likely than the average adult to be a frequent responder to direct mail. Olympic sponsor Cadbury's have already recognised this - they recently produced a direct mail pack based around their 'Spots Vs Stripes' game concept. 

To read the full report, click on the download.