Infographic: Who Will Watch the Rio Olympics, and What Will They Buy?

Thanks to Rio's U.S.-friendly time zone, the games are expected to draw significant prime-time viewers. With such a large captive audience within reach, advertisers are zeroing in on key demographics to ensure perfect pitches. Media and consumer research firm GfK MRI interviewed U.S. consumers who plan to watch the games at home to get a sense of their lifestyles and purchasing patterns. The demo most likely to listen to pitches for high-end items are superfans that are passionate about three or more sports.