Reputation Survey: London 2012 Olympics - Public has faith in LOCOG to deliver

There are fewer than 500 days to the start of London 2012, but despite the high-profile failure of the Olympic countdown clock, the public is backing the organisers to hit the ground running.

Countdown to 2012: Public believes London Olympic Games will succeed
Countdown to 2012: Public believes London Olympic Games will succeed

The Olympic countdown clock may have ground to a halt just one day after it was unveiled on 14 March, but new figures show the public broadly has faith in the London Organising Committee of the Olympic Games to deliver the sporting spectacle.

According to PRWeek/OnePoll's latest survey of 2,000 members of the public, 66 per cent of respondents were satisfied with the job LOCOG has done so far.

More than half trusted the committee to be ready for the Olympics on time. But just 16 per cent trusted LOCOG to deliver the Olympics within budget, and a worrying 40 per cent did not trust LOCOG and the Legacy Committee to ensure a lasting legacy from London 2012.

Most respondents - 59 per cent - also felt tickets, which are priced from £20 to £2,012, were too expensive. And just 22 per cent believed tickets would be distributed fairly despite the balloting process.

Overall, the reputation of London as a city will benefit the most from hosting the Olympics, according to 34 per cent of respondents, followed by individual athletes and teams that win gold.

Just three per cent felt LOCOG's reputation would benefit the most from the Olympics.

Coca-Cola was the sponsor respondents most associated with the Olympics, ahead of McDonald's.

However, a significant 50 per cent of respondents said they did not associate any sponsors with the Olympics.

HOW I SEE IT - Dominic Curran, Deputy managing director, Synergy

With the rush for tickets officially under way, these are a decent set of interim results for LOCOG.

The critical result showed half of those polled are now strongly in favour of the Games, with just a quarter against. This 2:1 ratio is comparable with the recent Vancouver Games and, based on previous host city trends, we would expect it to be nearer 4:1 by July 2012.

LOCOG itself gets strong approval scores bar the question of delivery within budget - a likely legacy of the original budgeting issues. Talking of legacy, of more concern is that just one in four of those polled believed there would be a lasting legacy - an area of key focus for both LOCOG and sponsors alike in the next 18 months.

So for sponsors' PROs who can make this connection, the opportunity is wide open as, tellingly, more than half of consumers are currently making no link with any brand. Good news for those with a strong programme and a genuine role - especially beyond London.

BUDGET CONCERNS: 61% of respondents said they did not trust the organising committee to deliver the Olympics within budget

OVERPRICED TICKETS: 59% said tickets, which are priced from £20 to £2,012, should be cheaper

SPONSORSHIP: 34% said fast food/drink firms such as McDonald's and Coca-Cola should not be allowed to sponsor the Olympics

- Do You Think Hosting the Olympics in 2012 Will Improve the Reputation of: LOCOG?

Yes: 36

No: 25

Don't know: 39

- Do You Think Hosting the Olympics in 2012 Will Improve the Reputation of London as a City?

Yes: 58.5

No: 25

Don't know: 16.5

- Do You Think Hosting the Olympics in 2012 Will Improve the Reputation of: British Sport?

Yes: 56

No: 26

Don't know: 18

- Do You Think Hosting the Olympics in 2012 Will Improve the Reputation of: Boris Johnson?

Yes: 24

No: 45

Don't know: 31

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