examining the influence of the london 2012 olympic games on physical activity in australian...
DESCRIPTION
This research aims to empirically determine the impact of the London 2012 Olympic Games on the physical activity levels of Australian (Queensland) Adults. It is commonly reported in the media that merely watching elite sporting events encourages the general population to participate in sport. Much of the discussion about the impact that major sport events have on participation is subjective and is not supported by empirical evidence. There were some anecdotal findings that the Sydney 2000 Olympic Games created a greater interest in sport, but there was no evidence that the Sydney 2000 Olympic Games had any impact on physical activity or sport participation in Australia (Armstrong, Bauman, Ford, & Davies, 2002; Veal & Toohey, 2005). To the contrary, it has actually been suggested that the Olympic Games has a “discouragement effect” whereby watching elite athletes’ prowess has a negative impact on sport participation (Hindson, Gidlow, & Peebles, 1994). Another report (SportScotland, 2004) suggests that elite sport success may only have an impact on those who are already sufficiently active, with little impact on those who report no activity, or are insufficiently active. This notion is supported by research conducted by Weed (2009). In October 2012, two months after the London Olympic Games (LOG), 1,256 Queensland, Australia residents aged 18 and over consented to participate in a computer assisted telephone interviewing (CATI) survey. Participants completed the Active Australia survey to determine physical activity levels. Participants were also asked about their consumption of media during the LOG, whether the LOG influenced their intended or actual physical activity levels, and the motives for their response. Initial analysis shows that 80% of respondents reported consuming some media regarding the LOG, with 44% reporting an increased amount of media consumption for that period. Eighty three per cent of respondents said that the LOG did not have any effect on their intention to undertake sport or physical activity. Additionally, 85% of respondents reported no actual increases in sport or physical activity levels that they would attribute to LOG. Preliminary analysis shows the LOG did not have a large impact on sport and physical activity levels in Australian (Queensland) adults. While there may be cultural differences between different countries, this research makes a contribution towards a greater understanding of mass participation legacies from mega events. Full inferential and qualitative analysis will be completed and reported at SMAANZ.TRANSCRIPT
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Examining the influence of the London 2012 Olympic Games on physical activity in Australian Queensland adults
Danya HodgettsCQUniversity
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Alternative title: The rise of the couch potatoes?
+Bid book
Olympic sport inspires people to get involved in sports at a grassroots level – driving increased participation in community sport. Lundy (2012)
We want to maintain funding for the elites, because they, in turn, provide the inspiration for others. Brown (1983)
+Trickle down
+Trickle downBoth
commonsensic
al and
laudableGrix & Carmichael
2012
No causal relationshipStewart and Nicholson 2004
There is no scientifically valid evidenceWeed et al. 2009
Cannot be assumed, could enourage and discourageColes 1973
No evidence
that 'emulation'
does anything
whatsoeverMcKay 1991
Demonstration
may hinder,
rather than
foster, attempts
to promote
sporting
participation
Hindson et al. 1994
Participation is
unlikely to be
related to
hosting an
eventCoalter 2004
It is not believed that elite sport creates mass sport per se. Hanstad & Skile 2010
No clear evidence to support the existence of a trickle-down effectDe Bosschera, Sotiriadou & van Bottenburg 2013
No evidence of any significant influence of the event on adult sport participation ratesVeal, Toohey and Frawley 2013
The mere
hosting of the
2003 RWC was
not the sole
reason for
increased
rugby
registrations
Frawley and Cush. 2011
+High performance success is not only good for our athletes and our sense of national pride, it also contributes to other important Government objectives in areas such as participation, economic development, health and education.
While Australia's Winning Edge is focused on high performance sport, the connection this has to grassroots participation is well established. Participation will continue to be a key focus area for Australian, state and territory governments.
Listed as a bonus in the light of flimsy evidence for the relationship (Stewart, 2005, p. 187)
+Opening Ceremony
2012 Queensland Social Survey (round 2)
Computer-assisted telephone interviewing (CATI), conducted by Population Research Laboratory, CQUniversity
Random selection of residential landline phone numbers
Survey conducted from 22/10/2012 – 23/11/2012 10:30am – 2:30pm, 4:30pm – 8:30pm Monday to Friday 12:00pm – 4:00pm Saturday to Sunday
+Parade of Nations
1,256 participants aged 18 and over
40.27% response rate
233 variables Socio-demographic characteristics Active Australia physical activity (PA) measurements Other omnibus sections 32 minute completion time
+Participants
Age group QSS 2012 Census Qld |a-b|
18-24 4.9% 12.5% 7.6
25-34 6.2% 17.9% 11.7
35-44 15.0% 18.9% 3.9
45-54 21.3% 18.0% 3.3
55-64 22.9% 15.3% 7.6
65+ 29.7% 17.4% 12.3
Total 100% 100% 46.4 (Index of dissimilarity)
+QDH1. Did you see or hear
any coverage of 2012 Olympic Games?
Did you consume more, less or the same about of media?
Did the Olympics FEEL like you want to exercise more, less or
the same amount?1, no; 5, neutral; 10, yes
Why did it make you feel like doing more exercise?
Why did it make you feel like doing less exercise?
Did the Olympics ACTUALLY affected your participation?1, much more – 5, much less
QDH1
QDH3
QDH2
QDH3c
QDH3b
QDH4
Why did the Olympics affect you this way?
QDH4b
<6 >7
+Did you watch the London 2012 Olympic Games?
Response Frequency Percent
Yes 988 78.7
No 264 21.0
No response 4 0.3
Total 1256 100
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Response Frequency Percent
1 (not at all) 695 70.3
1 - 5 (neutral) 112 11.3
6 – 10 (great extent) 170 16.9
Unsure/no response 11 1.1
Total 988 100
Did London2012 make you FEEL like you wanted to exercise?
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Response Frequency Percent
More active 25 2.6
The same 842 88.5
Less active 84 8.8
Unsure/no response/missing 305
Total 1256 100
Did London2012 make you ACTUALLY do more exercise?
+Super Saturday
DV: Intend to do less/same exercise (0), intend to do more (1)
+No impact on intent to undertake sport or PA
+Positive impact on intent to undertake sport or PA
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79% (n=988) watched London 2012
81.6% (n= 807) neutral to no impact at all on intention to exercise
2.6% (n= 25) exercised more as a result of London 2012
1.4% (n=17) insufficiently active people exercised more
Medal tally
Demonstration Inspired by condition of
the athletes Type of sports interesting Watching sport put me in
the mood to do sport
Discouragement I’m already active enough Can’t increase physical
activity level due to age/ health
Not interested in increasing my physical activity level
+Passing the baton
I want to do soccer, running and gymnastics at the kid’s Inlypics (sic)
Layne Hodgetts, aged 4, (2012)
+Closing Ceremony
Captive audience, but cluttered market place
No effect on intention to exercise on majority of viewers
Overall message is reaching an insufficient target audience
Number of barriers to address