• by Wayne Friedman , July 20, 2012

One Group M agency, MEC, is using a new research tool called Partnership Intelligence for big-time TV/media events, like the 2012 London Olympics Games beginning July 27.

MEC’s sports, entertainment and cause marketing division, MEC Access, created this research effort to analyze specific attributes that connect a brand with key and global and local properties, such as the Olympics and the Academy Awards.

The basic goals are to see how a platform or property is perceived, and determine a platform/property’s strengths and weaknesses.

Some of its initial findings for the Olympics are that more people engage globally with the event than any other property: 51% either like or love it. In the U.S., those levels are a bit higher: 61%.

In trying to connect brands to event, MEC's research has shown 58% of respondents globally that like or love the Olympics are interested in travel, 52% in fashion and 48% in consumer electronics.

MEC says in the U.S., 16% of respondents plan to watch the Olympics live online. Another 19% will view online video highlights and 5% will view clips via a mobile device.

While the Olympics has strong awareness and relevance in the U.S., the event is below that of media properties such as the Super Bowl and NCAA, which convert a much higher percentage of fans into "super fans."

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