Interest in KBC is greater than IPL: MEC

10 Oct,2012

By A Correspondent


MEC, leading media and planning agency and a founding partner of Group M, (, has announced the launch of its global research study – Partnership Intelligence. The study is an innovative research and online analysis tool that enables in-depth analysis of consumer interest, media consumption and attitudes towards partnership platforms including Sport, TV programming, Art, Entertainment and other global properties.


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%. IPL only came third with a 71% ‘love’ and ‘like’ score

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

* Loyalty towards teams was translated with the National cricket team scoring the highest at 75% ‘love’ and ‘like’ score, followed by the National Hockey and Olympics teams at 59% and 54% respectively

* Within the entertainment segment KBC dominated television reality shows cutting across age groups. Other than KBC, Dance India Dance (62%), Indian Idol & Sa Re Ga Ma (59%) and India’s Got Talent (56%) 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%, which made it to top five properties in MEC’s Partnership Intelligenceâ„¢ study.


Geetha Shiv, National Director, Analytics & Insight, MEC says, “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.”


The 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.


Speaking about the research, T Gangadhar, Managing Director, MEC India says, “This is 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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