World Cup Sponsors Track Return On Investment

TNSSport is planning to measure the impact of World Cup sponsorship on the sales of sponsors' brands. The new service will use TNS Superpanels across Europe, Asia and the Americas to conduct continuous measurement during the World Cup.

The panels will measure return on investment for FMCG brands in 18 countries: Austria, Croatia, France, Germany, Great Britain, Italy, Netherlands, Poland, Russia and Spain in Europe; Argentina, Brazil and Chile in South America; and China, Korea, Malaysia, Taiwan and Thailand in Asia.

By segmenting the panels, the company can identify changes in the purchasing behaviour of consumers who have been watching the World Cup.

When the service was tested during the 2002 World Cup, it found that sponsor Carlsberg's share of the market rose from 4.7% to 12.1% among World Cup viewers.

Ben Treadaway, TNSSport's Sales Director, describes the service as a 'breakthrough in the measurement of sponsorship effects'.

TNSSPORT provides sports media analysis and market research to more than 300 rights holders and sponsors worldwide, and is online at www.tnssport.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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