MEC launches Partnership Intelligence study

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."

Latest Reads
Bathsense launches new campaign with Rajkumar Rao

Bathsense is a creation from Asian Paints, and represents the brand’s first complete bathrooms offering in the bath category. Bathsense is a collection of exemplary bath fittings and sanitaryware products that aims to simplify the user’s bathroom life with a host of truly unique features. Coming...

MAM Media and Advertising Ad Campaigns
Gillette launches new MACH3 START with Hardik Pandya

Joining the MACH3 Turbo and MACH3 original is Gillette’s newest launch - the MACH3 START. Marking the 20th birthday of MACH3, Gillette has specially designed this new razor with its first-ever 360° aqua-grip handle which entails the understanding of the needs and the problems of younger guys who...

MAM Marketing Brands
Reliance Jewels launches digital campaign for Diwali

With the arrival of festive season, Reliance Jewels has geared up with exceptional Dhamaka offers along with a string of services and benefits for the festive shopper. In addition to discounts, Reliance Jewels is also celebrating the joy of ‘Jab Dil Chahe Diwali Moment’ with its latest digital...

MAM Media and Advertising Ad Campaigns
Barbie's new campaign says 'You can be anything'

The iconic doll brand from the house of Mattel - Barbie, has release a campaign video in India called, 'You Can Be Anything,’ to inspire young girls in India to dream beyond limitations. The campaign celebrates the significance for young girls to have positive, strong role models that inspire them...

MAM Media and Advertising Ad Campaigns
Foodpanda acquires Holachef

Food delivery company Foodpanda, India’s fastest growing today announced its acquisition of Mumbai-based food-tech venture Holachef. Through this collaboration, Foodpanda marks its strategic entry into cloud kitchens and plans to launch its own brand of food products in different categories.

MAM Marketing Brands
Amazon Echo says experience everyday magic in new campaign

In today’s world, where people are worried that the growth of technology is drawing them apart, Amazon Echo’s new campaign aims to bring Indian families together with its smart speaker technology. The campaign stitches together an Indian family’s everyday situations that lead to small moments of...

MAM Media and Advertising Ad Campaigns
Ajmal Perfumes partners with Parcos

Global home-grown perfume house, Ajmal Perfumes has entered into a strategic association with one of the leading perfume and cosmetics retailer, Parcos.

MAM Marketing Brands
KFC hands over digital mandate to iProspect

iProspect India, the digital agency from Dentsu Aegis Network, has bagged the SEO, paid media and digital business for KFC India, an American fast food restaurant chain. The account will be handled from the agency’s Delhi office.

MAM Media and Advertising Account
KOSH Oats launches Roti Donation Drive on World Food Day

KOSH Oats by Future Consumers announces ‘Roti Donation Drive’ a special initiative which starts on World Food Day.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories