MEC research finds Coca-Cola and Adidas on top ahead of the FIFA World Cup
27 May, 2010
a leading media agency, today reveals new research that demonstrates:
• With 3 weeks to go to the 2010 World Cup, Coca-Cola and Adidas have harnessed the highest return from their sponsorships in terms of share of consumers’ minds in Australia, China, Singapore and Thailand. Both brands consistently emerged as top mentioned sponsors in terms of spontaneous sponsor awareness. This is partly based on the long-standing sponsorship and association of the World Cup.
• As a first-time sponsor, Sony makes an impression in China and Thailand, coming 5th and 3rd in the sponsor list. The level of awareness is anticipated to increase with the brand’s rising involvement in soccer, having been a UEFA Champions League sponsor since 2006.
• World Cup fever has definitely hit the region – interest from China, Singapore and Thailand is particularly high.
The significance of the World Cup in these countries is also a benefit to advertisers, especially the sponsors. The broadcast timings of the live matches sit well with the viewers in Asia who anticipate to fervently follow the evening (7.30pm in Singapore/China) and night (10pm) matches, and to a lesser degree, the early morning (2.30am) games. Advertisers can expect the highest viewership from China, where an average of 93% of respondents indicated that they would be watching the evening and night matches. About 80% of Australians are predicted to watch the 9.30pm games and 63% for the midnight matches.
• However, it is apparent that soccer is still a secondary sport in Australia with Australians comparatively less excited, despite the nation’s participation. Sponsorship awareness is generally lower and viewership is expected to be less intense.
• With the live and direct nature of soccer, it is no surprise that the top method likely to be used to follow the World Cup in all four markets would be in the comfort of one’s home. Other forms of ‘live’ following including watching the matches on big out-of-home screens and online, are expected to be strong as well.
• The increasing use of technology to gain access to instant news and information can be observed in the research. For this World Cup, we can expect digital channels to be highly relevant, and would likely substitute TV when viewers have no access to a TV set. People will log onto the web while sitting at their work desks, and mobile devices would likely be used in China and Singapore to follow the World Cup during commute. Between 21% and 27% of the respondents are likely to follow via mobile Internet in Singapore and Thailand, with the Chinese most likely to do so at 45%.
• In the eyes of the Chinese viewers, South American teams Brazil and Argentina are slated to win the World Cup title this year, and consequently the matches of these two teams are likely to be viewed by 85% and 72% of the Chinese respondents. The popularity of the Barclays Premier League is apparent in Bangkok, with the English team likely to be watched by 74% of the people in the capital of Thailand. For more information, please contact:
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We deliver value by creating, implementing and measuring communication solutions that actively engage people with brands.
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These results are the first of a two-part research study conducted by MEC to measure (1) interest in the World Cup (2) likely viewing levels (3) sponsor awareness.
Interviews were conducted online between 27 April and 7 May 2010, with online fieldwork company GMI. 200 respondents were interviewed in Australia, Singapore and Thailand each and 1,000 respondents were interviewed in China.
The second wave of the research will be conducted in mid July.