Networked Insights Note: This is the second report in a new series Networked Insights is developing about the Olympics. We will continue to monitor top stories and provide data and analysis throughout the PyeongChang games, will and round our coverage with a research report answering the question: What is the impact of the Olympics?
The Olympics didn’t just take the gold, but they smoked NYFW when it came to audience attention.
Networked Insights found that the premier fashion event of the year was no match for the premier sporting event of the year. In fact, only approximately 7 percent of the Olympics conversation. And that’s even after NYFW leveraged the use of celebrity influencers.
Using Kairos, Networked Insights’ audience intelligence platform, we explored conversations around New York Fashion Week. Both the Olympics and NYFW were running concurrently, so the time frame for the search was isolated to Feb. 9 to Feb. 16. In total, there were 310,000 conversations around New York Fashion Week but during the same time frame, there have been more than 4 million conversations around the Olympics.
We were able to isolate the trend drivers for NYFW conversation. The volume incrementally increased, and most notably spiked on February 13, with 74,000 conversations primarily because of these four drivers:
Celebrity Influencers, most notably Kehlani
- Cardi B
Key points to notice are three of the four drivers are celebrities who aren’t entirely related to fashion, like designer Christian Siriano. In fact, three are singers and fashion is secondary, though it could be argued that Victoria Beckham is more of a fashion icon these days than anything else.
Typically these three female celebrities are able to reach more than 300,000 people in a single Tweet collectively, and yet their power was no match for the Olympics. So even with the support of celebrity influencers, the luxury event of the year did not drive much engagement when compared to the premier sporting event of the year.
The audiences for both of these events differ, quite significantly.
For the Olympics, the audience is 51 percent male. They share a nearly 3 times greater affinity for the Olympics than the general consumer with the highest affinity for speed skating at 2.78 times the general consumer.
Additionally, the Olympics audience shares an interest in business and finance, they’re generally politically active and could be retirees who are also tech enthusiasts. So to reach the Olympics audience, it’s best to also include topics and content that also appeals to these groups of audiences.
Now for the NYFW, the audiences are 59 percent female. They share an affinity for fashion shows that is nearly 6 times that of the general consumer. They also share an affinity for film festivals, cosmetic brands, clothing, models and finally when it comes to sports – only tennis.
The NYFW audience is composed mostly of fashionistas or millennials or those who fit into Gen Z. Clearly, these audiences are very different from the Olympics. In fact, the Olympics doesn’t even rank on their interests and the closest athletic event that engages this audience is tennis, not a winter sport.
Finally, we found that even though the engagement volume differed, the overall audience feeling toward both the Olympics and New York Fashion Week was positive.