August 2012
Featured in this insight: IT & telecommunications, Media & publishing, Sports & physical activity
Team GB success in the Olympics boosts national pride: A poll of 2,000 British adults by Freeview to measure the British Pride Index has shown that this year’s London Olympic Games have caused a major boost to the nation’s pride.
The research findings follow Super Saturday, which saw Team GB win a record six gold medals in one day and resulted in related tweets hitting a 90% positivity level for the first time.
A total of 88% of the UK’s population is thought to have watched some coverage of the Games thus far. Three-quarters of the Britons who took part in the poll say they now feel more proud to be British, while a third of men have even been moved to tears as spectators of Team GB’s success.
Managing Director of Freeview, Ilse Howling, commented: “As the nation truly joins together to watch the epic action unfold on TV, what we have seen so far is surpassing even our wildest dreams. In living rooms up and down the country, tears are being shed on a daily basis as the ‘summer of sport’ shapes up to be the greatest of our lifetime.”
The poll researchers also believe the positive shift in national mood may change attitudes on a long term basis, with seven out of ten respondents saying Team GB athletes have replaced music stars and footballers as their role models.
A further 65% of the surveyants also believe that London 2012 will inspire the next generation of sports stars.
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