Slow to take off, but YOG did resonate with 61% of young people

MEC a leading media agency, today reveals post-YOG research conducted immediately at the end of the Singapore 2010 Youth Olympic Games (27 August to 1 September).

It demonstrates that three in five of 13-24 year olds who were surveyed expressed positive sentiment towards the event, with close to a quarter 'loving' it. See Chart 1.

Chart 1

The Games did not start off on a positive note though - interest was lukewarm according to a poll conducted by Channel News Asia, where an overwhelming 88% conveyed their apathy towards the inaugural event in Singapore. In a social media monitoring exercise that was carried out by MEC to examine the sentiments online, it was observed that buzz in the social media sphere built up as the Games commenced and culminated towards the last few days. See Chart 2.

Chart 2

Additionally, the research shows that the YOG was a roaring success with young people, with 72% feeling proud that Singapore hosted the YOG and 75% believing that the YOG has given Singapore somewhat of a boost. See Chart 3.

Chart 3

38% of young people have attended an on-ground event - be it the opening or closing ceremony or any of the sports events - and a good majority among this group attended the events voluntarily. See Chart 4

Chart 4

Compared with other events, the significance of the YOG has always been its emphasis on education instead of competition. The main goal was to give the youth education based on Olympic values - friendship, excellence and respect. Several engagement events have been crafted specially for this purpose and young Singaporeans expressed keen interest in them, especially YOG Theme Song "Everyone" sung by five youths representing the five different continents and the Journey of the Youth Olympic Flame. See Chart 5

Chart 5

With the strong performance of our table tennis and soccer teams, it is no surprise that these are the sports that are eagerly followed. Similarly, the social media space is abuzz with mentions of 'table tennis and the 'football'. See Charts 6 and 7.

Chart 6

Chart 7 - Keywords that are highly popular online

"Despite some initial controversy, the YOG ended on a high note during the closing ceremony two weeks ago. The research results are a testament to the success of the event in reaching out and engaging with young people," said Connie Chan, Managing Director, MEC Singapore.