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Drawing millions of spectators every four years, the inaugural Summer Olympics takes place in different cities around the globe. This year, Paris, France, will host the event. In the lead-up to the event, athletes must qualify for a spot during the official Olympic Trials. This year’s gymnastics trials, which included renowned athletes Simone Biles and Sunisa Lee, drew considerable attention from fans and spectators.
As spectators arrived for the U.S. men’s and women’s gymnastics trials at Target Center in Minneapolis, Minnesota from June 27-30, 2024, Azira’s consumer behavior data provided insights into spectator travel patterns and behaviors. With these insights, marketers can better understand the interests and preferences of spectators, and effectively curate audiences to develop more targeted and impactful marketing campaigns.
01
How far did spectators travel to visit the U.S. Gymnastics Trials?
Azira’s data revealed that the gymnastics trials attracted a local crowd. More than half of spectators traveled locally from within Minnesota (58%), while other major states of origin included Florida, Ohio, North Dakota, and Michigan.
Domestic Visitors Breakdown
02
How many spectators attended multiple days?
With most spectators traveling locally to attend the event, a staggering 76% of spectators opted to attend just one day of the four-day gymnastics trials. The remaining 24% attended two or more days.
03
How did men’s gymnastics attendance compare to women’s?
According to Azira’s data, both men’s and women’s gymnastics trials were equally popular amongst spectators. 48% of spectators attended the women’s trials and 52% of spectators attended the men’s trials.
Mens v/s Womens Trials Attendance
04
What local attractions did spectators visit?
Many spectators were drawn to the local attractions surrounding Target Center. Located within walking distance, Minneapolis’ famous Nicollet Mall, a shopping and dining district, was transformed into Promenade du Nord — a Paris-themed street — during the trials. The area also featured a “Flip Zone” offering musical performances, appearances by gymnastics legends, and more. Compared to the previous weekend, Nicollet Mall district saw a 30% increase in visitors while the trials were taking place.
Flip zone and Promenade Du Nord
Week leading to Gymnastic trials
As you can see, consumer behavior data can provide marketers with invaluable information about who spectators are, where they come from, how long they stay, and what they do while visiting. With Azira’s data insights, marketers can boost revenue and increase visitation to key attractions or other places by leveraging location intelligence and demographics when building digital advertising audiences. By creating custom audiences based on real-world spectator behavior data, marketers can activate impactful campaigns and then track both online and offline attribution. For more details on how Azira’s consumer behavior data can be used for marketing, check out our Unlocking Consumer Behavior Data in Marketing eBook.
