YouGov 米兰-科尔蒂纳 2026 冬季运动会

M U L T IC O U N T R Y R E P O R T Milano Cortina2026 WinterOlympic Games A YouGov market research across countries /Research Reality| business.yougov.com Contents Key takeaways Italy: high engagementdriven by proximity Other markets: moreselective engagement A strong Olympicfootprint acrossmarkets Italy stands out not only for recognition, butalso for stronger emotional involvement anda higher propensity to follow the Games.Hosting the event fuels national pride, In the rest of the countriesanalysed, interestin Milano Cortina 2026 remains meaningfulbut more selective. While awareness andenthusiasm are generally lower than in Italy,audiences still show a clear intention tofollow the Games–primarily from home–focusing on key moments, flagship events andpopular sports. This pattern highlights curiosity and excitement, translating intoabove-average levels of interest andintention to engage with Olympic content.This “home-host effect” positions Italy Across the countries in scope (Italy, Spain,France, Germany, UK, and USA), the MilanoCortina 2026 Winter Olympic Gamesgenerate solid levels of recognition, interestand emotional engagement.While intensity varies by market, the dataconsistently show that the Games areperceived as a relevant global event, capable Recognition ofMilano Cortina asthe Host City of the2026 Winter Italyclearlystands out, with 80% ofrespondentscorrectlyidentifyingMilanoCortinaas the host of the 2026 Winter Across the other markets, locationrecognition is significantly lower. Interest in the MilanoCortina 2026 WinterOlympic Games Generalinterestin the Milano Cortina2026 Winter Olympics varies notablyacross markets. The US and Germanyshow the highest levels of enthusiasm,while Spain the lowest. Italy, the host Olympicsat Home HostingtheWinterOlympicGamesinItalyisgeneratinganticipationamongthepublic.Itisundeniablethattheproximityoftheeventfuelsasenseof Interest in following Milano Cortina Winter Olympic Games Very likelySomewhat likelyNot very likelyNot at all likely AsMilanoCortina2026approaches,this“home-soileffect”createsauniqueopportunityto amplify hype,sustain attention over timeand strengthen YouGovSurveys, 13-16 January 2026.Base: Total population 18+-Italy=1058How likely are you to follow the Milano Cortina 2026 Winter Olympic Games? Interest in Followingthe Winter OlympicGames 2026 Italy shows a strong propensity tofollow the event, reflecting the boostof a home-hosted Olympics. High levelsof likelihood to follow are also Most Popular Sportsto Follow by Italiansat Winter Olympics In Italy, the likelihood to follow MilanoCortina 2026 is driven primarily bytraditional winter disciplines.Figureskating,Alpine skiing and cross-country The top three most followed sports areFigure skating, Alpineskiing and Ski Most Popular Sports to Follow at Winter Olympics Spain Media consumption ItaliansshowastrongintentiontofollowtheGames,particularlythroughiconicmomentssuchastheOpeningCeremony,majorcompetitionsandfinals,ratherthanthroughcontinuous,sport-by-sportviewing.Acrossallmarkets,watchingfrom homeclearly dominates as thepreferredmodeofconsumption,withlive TVremainingthe primary channel.Digital touchpoints–such as online newsplatforms,socialmediahighlightsand,toalesserextent,streamingservices–act Events to be watchedduring the WinterOlympic Games In Italy, viewing intentions extendbeyond specific disciplines to keyOlympic moments. The top three mostwatched contents are expected to bethe Opening Ceremony, majorcompetitions and finals, highlighting a Events to be watched of the Winter Olympic Games Watching theOlympics from homedominates the Across all markets,mostpeople expectto follow the Milano Cortina 2026Winter Olympic Games from home.USdata shows a significantly higher valuecompared to other markets. Overall, How Italians wouldfollow the OlympicGames The great majority of Italians willfollow the Olympic Games live onTV.Streamingplatforms, social media andwebsites represent other relevanttouchpoints complementing livewatching. This analysis highlightstherole of digital touchpoints in How other countries plan to follow the Olympic Games Spain How do you think you would mainly follow the Milano Cortina 2026 Olympic Games? Please, select all that apply. Fan engagement OverallsentimenttowardstheMilanoCortina2026WinterOlympicGamesispositive,particularlyinItaly,wherecuriosity,excitementandprideemerge asthedominantemotions.ThisemotionalengagementtranslatesintoastrongintentiontofollowtheGames,mainlyfromhome,withaudiencesacrossmarketsgravitatingtowardsiconicmomentssuchastheOpeningCeremony,majorcompetitionsandfinals.However,whileinterestandemotionalconnectionarehigh,attendanceinpersonisconstrainedby The Olympic Gamesmainly evokeCuriosityin Italians In Italy, the top 3 emotionsassociatedto theGames areCuriosity,Excitementand Pride–these values aresignificantly higher compared to theother countries. What characterizes The Emotion of the Olympic Games across Co