New studies reveal extent of support for London 2012

Tier Two London 2012 sponsor Thomas Cook has revealed that one in four Brits intend to watch one or more live Olympic events in the nation's capital, meanwhile new research from SMG Insight and YouGov has shown that 17.5 per cent of UK adults are willing to pay premium prices for a coveted ticket to one of the many sports and athletics events that the city of London will be hosting.

"Location doesn’t seem to play a major factor for respondents in determining which sporting events they would like to attend and will pay handsomely."

With two years to go enthusiasm for the games remains the highest amongst the under 25s (38 per cent) while, in terms of geographical location, those living in the South East, London and the East of England are the most likely to attend.

Interestingly, while the Thomas Cook study shows that only ten per cent of the Welsh population are intending on travelling to London for the Games, of that 10 per cent 22 per cent are prepared to pay premium prices, the same percentage as those living in London.

Regarding the latest finding, Dominic Gillan, research analyst for SMG Insight, said, “With the escalating buzz surrounding the 2012 Olympic Games it is not surprising that UK adults are more willing to pay premium prices for 2012 tickets compared to other sports events.

"Location doesn’t seem to play a major factor for respondents in determining which sporting events they would like to attend and will pay handsomely."

When it comes to the athletes that the British public are most looking forward to seeing, and presumably willing to pay the most for the privilege, cyclist Chris Hoy (32 per cent) and swimmer Rebecca Adlington (31 per cent) top the list, closely followed by diver Tom Daley and Olympic poster-girls Victoria Pendleton and Jessica Ennis.

Stephen Vaughan, managing director Thomas Cook's London 2012 partnership, said, “It’s encouraging to see that with just under two years to go so many of the British public are already behind the London 2012 Games."