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MEC launches Partnership Intelligence study

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Mumbai: MEC, media and planning agency and a founding partner of GroupM, has announced the launch of its global research study Partnership Intelligence.

Partnership Intelligence is 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 global research has been conducted via an online survey across 17 markets including India, with a sample size of 1500 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.

MEC national director- Analytics and Insight Geetha Shiv said, "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. 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 seventh position with a score of only 51 per cent.

The research also revealed that 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 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 (59 per cent) and India‘s Got Talent (56 per cent) are among the Top five properties.

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 five properties in MEC‘s Partnership Intelligence study.

MEC India managing director T Gangadhar says, "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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