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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