MEC launches 'Partnership Intelligence' study

The online tool will enable in-depth analysis of consumer interest, media consumption and attitudes towards partnership platforms including sport, TV programming, art and entertainment.

MEC, a media and planning agency, has announced the results of its global research study, Partnership Intelligence. The online tool enables in-depth analysis into consumer interest, media consumption and attitudes towards partnership platforms including sport, TV programming, art and entertainment. Besides delivering an analysis of property attributes, the tool also provides comprehensive assessment of the potential fit of a property with a brand's values.

Geetha Shiv, national director, analytics and insight, MEC, says, "Partnership Intelligence provides insights that help to decide 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 first study, conducted via an online survey across 17 markets including India, had a sample size of 1,500 in each market.

It revealed a few interesting findings. It brought out that 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, while IPL came third with a 71 per cent 'love' and 'like' score.

Also, FIFA World Cup had the highest interest among non-cricket properties, with 66 per cent 'love' and 'like' scores, whereas Formula1 is far below in the seventh position with a score of only 51 per cent.

The third finding of the report revealed that the 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 Olympic teams at 59 per cent and 54 per cent, respectively.

Moving on to the television entertainment segment, as per the study, 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 study also revealed that despite India being a cricket crazy nation, the interest in KBC is greater than IPL. 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.

Explaining more about the initiative, T Gangadhar, managing director, MEC India, says, "This is a unique study that helps advertisers make choices between seemingly disparate opportunities. It offers a 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."