Research in Japan has shown a lack of enthusiasm for sports-based media. With the Olympics set to be held in the country’s capital in 2020, marketers are looking to begin targeting the country with sporting campaigns. However, research undertaken by Macromill has discovered that only a small number of internet users in the country have ever paid for sports media. Even the most popular type of sports media – books and magazines – have only ever been bought by 10% of respondents. This was followed by subscriptions to sports channels, where under 5% of those asked have ever paid for such channels. The country has seen a decreasing interest in sport in general, with nearly a 30% of people asked in the survey saying they didn’t enjoy it in any way, up 3% in two years.