KBC scores over IPL: MEC’s Partnership Intelligence

As per the study, among cricketing properties, ODI World Cup and T20 World Cup rule. KBC leads the entertainment and non-cricket segments

e4m by exchange4media Staff
Updated: Oct 9, 2012 3:11 AM
KBC scores over IPL: MEC’s Partnership Intelligence

MEC has announced the launch of its global research study, ‘Partnership Intelligence’, 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.

This ‘Partnership Intelligence’ research has been conducted via an online survey across 17 markets, including India, with a sample size of 1,500 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 per cent. Indian Premier League (IPL) only came third with a 71 per cent ‘love’ and ‘like’ score

FIFA World Cup had the highest interest among non-cricket properties with 66 per cent ‘love’ and ‘like’ score, whereas Formula1 is far below in the 7th position with a score of only 51per cent

Loyalty towards teams was translated with the national cricket team scoring the highest at 75 per cent ‘love’ and ‘like’ score, followed by the national hockey and Olympics teams at 59 per cent and 54 per cent, respectively

Within the entertainment segment, ‘Kaun Banega Crorepati’ (KBC) dominated television reality shows cutting across age groups. Other than ‘KBC’, ‘Dance India Dance’ (62 per cent), ‘Indian Idol’ and ‘Sa Re Ga Ma Pa’ (59 per cent) and ‘India’s Got Talent’ (56 per cent) are among the Top 5 properties

Despite India being a cricket crazy nation, the interest in ‘KBC’ is greater than IPL as per the study. ‘KBC’ is the only non-cricket property with a ‘love’ and ‘like’ score of 74 per cent, which made it to Top 5 properties in MEC’s ‘Partnership Intelligence’ study.

Commenting on the research, 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.”

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