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Cheil's study to ensure clients' investment in sport work better

09-February-2005
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Cheil's study to ensure clients' investment in sport work better

Cheil Media has completed a study called Game-O-Graphics that aims to ensure that their clients' investments into sport work better. The study maps how the Indian male consumes sports. It looks into the behavioural pattern of how audiences view sports across different categories. The study was conducted in the four metros for 800 males in the 16-45 years age group.

Mona Jain, VP-Media, Cheil Communications, said, "Cheil Media has conducted this study because clients invest a lot of money into sports. They also invest especially in cricket and therefore, it is essential to understand the opportunities within the current stature of cricket and how that can be utilised to its full potential."

The data provides quantitative proof of how games can be plotted on a scale from sheer obsession to interest and from social acknowledgement to disinterest. Cheil is also looking at other sports in the horizon whose newfound position can offer unique brand connect. While some sports offer a mass connect, other niche ones can be used to create aspiration.

People assume that everyone who is disposed positively towards a certain sport like cricket, consumes it in the same way. Game-O-Graphics helps us analyse four well-represented sections; the first being the obsessed, people who treat cricket like a religion and say cricket is our mother tongue, our source of national pride. The second is interested people who largely consume it as the highest form of entertainment and say 'this is the only game where there is a result in every ball'. The third section is neutral people who like to 'keep in touch' with it for social acknowledgement reasons only meaning they would hate to be in a group of friends and not be abreast of what's happening in the game. And the final section being the disinterested people who feel there is too much media hype.

Other findings of the study are how team sports and individual sports are likely to develop. The study also covers male behaviour as regards participative sports and those consumed through media. The study examines the role of celebrity icons in various sports and their potential. It also examines the role of certain peripherals of 'money' associated with a certain sport and how that builds affinity with consumers.

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