Research shows a huge surge in national pride following ‘unprecedented sporting achievement’

Posted August 8, 2012 - Press Releases

Nearly three quarters of Brits feel a huge sense of national pride due to London 2012

  • Cynicism replaced by pride for Team GB, say 85% of those who were initially sceptical
  • Over 40% of Brits have shed a tear during the Games, and over a third of men
  • Jessica Ennis’s gold medal win  tops the list of tearjerker moments
  • Over three quarters of Brits think London 2012 may be the best ever Games
  • 7 out of 10 say Team GB athletes have replaced music stars and footballers as perfect role models
  • Research supports Freeview’s British Pride Index, which monitors the mood of the nation across social media

In research released today by Freeview, the UK’s most watched digital TV service, pride in the exploits of Team GB during the London 2012 games has reached a crescendo across the UK, with nearly three quarters of the nation (74%) admitting to a huge sense of national pride.

As official’s confirmed, some 88% of the total number of people living in the UK have watched some coverage of the historic Games on TV*, which is fuelling the overwhelming feeling of pride that is sweeping the nation.

Whilst nearly three quarters of the nation (73%) expressed some level of cynicism about the Games before they began, for 85% of those sceptics, this has been replaced by a genuine sense of pride for Team GB, as Great Britain’s brilliant athletes continue to shine.  Respondents aged 18-25 years of age have felt the greatest sense of national pride on the back of Team GB’s success in the 2012 Olympic Games (78%) and they were the most cynical age group before the event began (78%).

Over four out of ten (41%) and an incredible over a third of men (34%) admitted to having cried tears of emotion during the games.  The top five tearjerker moments were:

  1. Jessica Ennis wins gold (27%)
  2. Mo Farah crosses the finish line (19%)
  3. The Opening Ceremony (13%)
  4. Kat Copeland and Sophie Hosking’s Rowing Final (10%)
  5. Bradley Wiggins win / Victoria Pendleton’s Individual Gold (both 9%)

Other emotional moments during the Games included Judo medallist Gemma Gibson’s tribute to her mother (8%) and Mark Hunter and Zac Purchase’s post-race desolation after the Double Lightweight Sculls Final (7%).

Over three quarters of the nation (77%) believe that London 2012 could be the best Olympic Games of our lifetime, whilst nearly as many (70%) think our athletes have replaced footballers and music stars as the perfect role models for kids.  A further 65% believe that London 2012 will inspire the next generation of sports stars.

Ilse Howling, MD of Freeview 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. What’s more, Freeview HD viewers can catch the best sporting action in stunning high definition -with no subscription.”

The research is backed up by Freeview’s British Pride Index, which has tracked the mood of the nation in social media throughout the ‘summer of sport.’  The Olympic Games has seen the most positive reaction to any of the major sporting events this summer.

Notes to Editors

*Figures according to the International Olympic Committee, 8th August 2012

1.   Research:  OnePoll carried out a poll of 2,000 British adults on Wednesday 7th August.

2.   Freeview:  Freeview is a subscription-free TV service offering over 50 standard digital TV channels, radio stations and interactive services (BBC red button) through an aerial. In addition, Freeview HD offers four HD channels – BBC One HD, The BBC HD Channel, ITV1 HD and Channel4 HD. With Freeview HD, people up and down the country will be able to watch a variety of sports events in stunning HD this summer.

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