BestMediaInfo Bureau | Delhi | October 10, 2012
MEC, a founding partner of Group M, has announced the launch of its global research study – Partnership Intelligence. It is an online tool that enables in-depth analysis into consumer interest, media consumption and attitudes towards partnership platforms including sport, TV programming, art, entertainment and other global properties.
The Partnership Intelligence global research has been conducted via an online survey across 17 markets including India, with a sample size of 15,000 in each market. Besides delivering an analysis of property attributes, the tool also provides comprehensive assessment of the potential fit of a property with a brand’s own values.
Geetha Shiv, National Director, Analytics & Insight, MEC, explained, “Partnership Intelligence provides insights that help in deciding the most effective partnerships for brands based on how engaged their target audience is with different properties. It also helps select properties based on image profiles that fit with brand values.”
Some of the key findings from the research include:
Despite India being a cricket crazy nation, the interest in KBC is greater than IPL, according to the study. KBC is the only non-cricket property with a ‘love’ and ‘like’ score of 74 per cent which made it to the top 5 properties in MEC’s Partnership Intelligence study.
T Gangadhar, Managing Director, MEC India, said, “This is a unique, never-done-before study that helps advertisers make choices between seemingly disparate opportunities. It offers an intelligent view on how one can go about choosing the right partnership or association for a specific brand. The study offers terrific insights based on people's motivations and choices.”
