New research released by News International aims to help Olympic and Paralympic partners maximise the value of their association during the build-up to the Games.

The third wave of the NI Track and Field research shows that one in five people in the UK are already taking an active interest in the Olympics with this group expected to swell in number at various milestones leading up to the Games.

More than 1,500 people were questioned on a range of subjects to gauge their attitude towards the Games. Respondents were asked at what stage their interest will increase and what aspects of the Olympics they are interested in.

With 19 percent currently interested, the size of this audience will grow towards its anticipated 74 percent peak for the Opening Ceremony. Between now and then results suggest there will be significant jumps in interest occurring when athletes are selected for Team GB, for the Olympic Torch Relay and the start of the London 2012 Festival.

Previous NI research conducted during the FIFA World Cup in 2010 shows that the sooner brands activate their partnership the more time they have to lay down their credentials, build their presence and benefit from the rising excitement and positivity in anticipation of the showpiece event itself.

In order to dovetail topics of interest with these potential activation milestones, respondents were asked what they’d like to know more about. GB athletes emerged as the highest-ranking area, with a third saying this is the content that would most engage them.

Also, and potentially more crucially for consumer-orientated brands, developing British talent, GB athletes and healthy lifestyles and communities were deemed the most important values by respondents.

More than half will be watching the Olympics at home with friends and/or family, while 28 percent expect to watch coverage on their own.  Watching in the pub, at work, at an outdoor ‘fan zone’ screen or via mobile phone all scored 10 percent or less, while one in four claim they won’t be watching the Games at all.

Awareness of official partners and supporters has risen since Summer 2010, with Lloyds and Visa – as a result of their presence around the ticket application scheme – notable for performing well in both unprompted and prompted awareness tests alongside Olympic regulars such as Coca-Cola and McDonald’s.

Claire Myerscough, Business Intelligence Director, News International, said: “It is important for brands to look carefully at the reasons behind their partnership. Are they supporting the Olympics solely to increase their presence for the duration of the Games or are they using it as an opportunity to develop their brand identity?

“Providing the right message to the right people at the right time and by the right means is crucial. Our research has pinpointed some key areas by which brands can do this and potentially reach beyond the Olympics itself.”

This is the third wave of research News International has conducted in the lead-up to the 2012 Olympics. The fourth wave is due to be published in August and there will be further waves through to the end of the Paralympics.

News International’s Commercial Insight team is available to present the findings.