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MEC's new tool says KBC scores higher than IPL

The online Partnership Intelligence research tool for brands enables in-depth analysis into consumer interest, media consumption and attitudes towards partnership platforms in sport, TV programming, art and entertainment properties

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MEC's new tool says KBC scores higher than IPL

The online Partnership Intelligence research tool for brands enables in-depth analysis into consumer interest, media consumption and attitudes towards partnership platforms in sport, TV programming, art and entertainment properties

BestMediaInfo Bureau | Delhi | October 10, 2012

publive-imageMEC, 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:

  • Among cricketing properties, ODI World Cup and T20 World Cup were considered the most preferred with 'love' and 'like' score of 80-81%. IPL only came third with a 71% 'love' and 'like' score
  • FIFA World Cup had the highest interest among non-cricket properties with 66% 'love' and 'like' score whereas Formula1 is far below in the 7th position with a score of only 51%.
  • Loyalty towards teams was translated with the national cricket team scoring the highest at 75% 'love' and 'like' score, followed by the National Hockey and Olympics teams at 59% and 54%, respectively
  • Within the entertainment segment, KBC dominated television reality shows cutting across age groups. Other than KBC, Dance India Dance (62%), Indian Idol and Sa Re Ga Ma (59%) and India's Got Talent (56%) are among the Top 5 properties.

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.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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