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Success for SI's Olympic Bid
UK-based sports marketing, insight and evaluation agency Sponsorship Intelligence (SI) has been commissioned by the International Olympic Committee (IOC) to conduct both consumer research and media research into this year's games.
SI's consumer studies will cover 16 territories using a variety of qual and quant methodologies, and employing online and spectator interviewing techniques. The firm will also be analysing the media output in every market that is broadcasting Olympic content - via TV, online and mobile - and will combine consumer and media data.
MD Andy Kowalczyk says that making the research more co-ordinated and integrated was central to this year's project. 'The research will address the objectives of all IOC stakeholders but importantly it will also feed into the IOC's overall strategy beyond Beijing 2008,' he commented.
London-based SI is part of the ZenithOptimedia media services group owned by ad agency network Publicis. The firm offers both pre-sponsorship and post-event evaluations, including analysis of all types of media, brand exposure monitoring and target audience survey research.
Web site: www.sponsorshipintelligence.com .
Earlier this month, AGB Nielsen announced it would be measuring the size of TV audiences of the Beijing Olympic Games in 12 provinces and municipalities of China covering a total of 660 million people, and another 38 countries and regions worldwide.
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