Photo: IPC.
Six months later, the Nielsen Institute does the results of the Winter Paralympic GamesAt the request of the IPC, he conducted an investigation into the impact of these Games. Some 8,000 people were interviewed in Australia, Brazil, China, France, Italy, Germany, Italy, the United Kingdom, and the United States. 85% of regular viewers have a more positive view of the abilities of people with disabilities after watching the Games. Almost as many (79%) say that The Games have positively changed their attitude with regard to these people.
« We now have evidence showing that the sporting performances of athletes at the Games have prompted the public to change its attitude towards people with disabilities. This is what capacity to bring about social change also spectacular, which makes the Paralympic Games so unique and so special “,” assures Mike Peters, CEO of the IPC. The Nielsen study also reveals that The Winter Paralympic Games are among the best-known sporting events in the world.Among those surveyed, 68% said they were familiar with these Games. This level of awareness is higher than that of the NFL (61%), the World Athletics Championships (55%), the Rugby World Cup (55%) or the UFC (44%).
« Our priority was to establish a rigorous and representative research framework across key global markets in order to to grasp the true scope of the Milan-Cortina 2026 Winter Paralympic Gamesexplains Pierre-Emmanuel Davin, Managing Director of Nielsen Sports for Europe and Latin America. The aim is to understand how major events generate a societal impact and change brand perceptions. The data clearly demonstrates that increased media coverage translates directly into measurable changes in attitudes towards inclusion, highlighting the immense power and value of Paralympic sport on the world stage. »
