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1、World Cup Sponsor Recognition Levels Quantifying the power of sponsorship by tracking recognition levels for official partners and competitor brands from the start to the end of the tournament GWI TRENDS Q3 2014 SETTING THE SCENE NOTES ON METHODOLOGY KEY HEADLINES quite apart from the general buzz t
2、hat being the host nation creates, it was individuals in this country who saw the most matches and World Cup-related advertising. And, as we discuss in our Viewing Behaviors trend, the fact that Brazil stayed in the tournament for the longest period of time is another contributor: audiences and enga
3、gement levels remained strong in Brazil throughout the whole competition, whereas interest among American and UK viewers dropped off considerably after their national sides were eliminated (only returning to a level approaching the group-stage high for the Argentina vs Germany final). As we would ex
4、pect, the gaps between Brazil and the other nations are most pronounced for Oi Brazils largest telecoms company which was identified by 52% in the host nation, 12% in the US and just 6% in the UK. Nevertheless, the same pattern is in evidence for all other brands too. As just a couple of examples, B
5、razilians were twice as likely to select Adidas or Sony as official sponsors as those in the other two countries, and were three times more likely to correctly identify Hyundai. The brand which could boast the highest individual recognition rate of all was Coca-Cola in Brazil, where an impressive 79
6、% of GWIs respondents knew that it was an official partner. Coca-Cola also topped the awareness figures in the UK, but was superseded by McDonalds in the USA. OFFICIAL SPONSORS MORE RECOGNIZED THAN COMPETITORS When respondents completed our survey, they were shown a list 38 different brands and thei
7、r logos, comprising all 15 official partners as well as a range of competitors. When we analyze this at a sector-by-sector level, the power of sponsorship is patently clear: in each case, the World Cup partner tops the list. Official association with the tournament does therefore have a direct impac
8、t on audience awareness. Question: Which of the following brands is an official sponsor of the 2014 FIFA World-Cup Brazil? / Source: GlobalWebIndex Real-Time Panel, July 2014/ Base: 1191 internet users aged 16-64 who watched the World Cup in the UK, USA and Brazil Recognition Levels for Sponsors vs
9、Competitors, by Sector In some cases, the official sponsors were considerably ahead of competitor or ambush brands. McDonalds, for example, was 33% ahead of the next most selected food provider (Subway, on 16%). It scored even bigger victories over its closest rivals, with Burger King and KFC regist
10、ering just 9% and 7% respectively. CHANGES OVER TIME: NEARLY ALL SPONSORS UP IN BRAZIL, BUT ADIDAS AND COCA-COLA DOWN GLOBALLY Between the start and the end of the World Cup, most of the official partners saw a modest increase in global recognition levels. Recognition Levels for World Cup Sponsors:
11、Change During the Tournament Question: Which of the following brands is an official sponsor of the 2014 FIFA World-Cup Brazil? / Source: GlobalWebIndex Real-Time Panel, June as our chart shows, the picture looks very different in Brazil compared to the other two countries. Likewise, Coca-Cola was th
12、ree times more recognized than its fiercest competitor Pepsi (on 17%) while Budweiser (26%) was twice as identifiable as Heineken (13%). In other sectors, though, the contest was much closer especially in terms of sports brands where Adidas (36%) was only just ahead of Nike (31%). MasterCard (25%) a
13、lso remains a strong challenger for official partner Visa (41%), despite the latter increasing its lead during the competition. Question: Which of the following brands is an official sponsor of the 2014 FIFA World-Cup Brazil? / Source: GlobalWebIndex Real-Time Panel, June the majority recorded small
14、 increases or decreases of around 1 or 2 percentage points, but awareness was largely comparable to at the start of the tournament. Outside of the host country, then, its much harder to capture the attention of viewers. Strikingly, it was also in these two countries that Adidas and Coca- Cola record
15、ed significant decreases in sponsorship awareness. We believe a number of factors drove this. Since the World Cup concluded, Adidas success on social channels has been widely reported with the brand having undertaken what it called the “largest marketing campaign in the history of adidas soccer” and
16、 seen significant uplifts in sales. However, much of the Adidas marketing activity was focused on teams and individual players, rather than its sponsorship of the World Cup itself. And while this has reaped dividends in terms of metrics like numbers of new followers, it didnt emphasize the brands as
17、sociation with the tournament. Nor, crucially, was Adidas the sponsor of any of the three national sides of the countries surveyed in this research. In the age of social media, marketing in this sector has become much more about story-telling using players and teams to build content and drive intere
18、st. Individuals are so much more real-time and engaging than the tournament itself. But with every brand now having the chance to become a content-creator, this makes it much easier for competitor brands to perform strongly in this space even if they lack official association with a tournament. In f
19、act, qualitative inputs reveal just how successful Nike was in this regard; many listed the brands initial “World Cup” advert as one of their favorite campaigns, despite it being an unofficial one. Arguably, there was no other sector in which a competitor brand was quite so well-placed to draw on th
20、e buzz surrounding the competition despite not having any official association. In turn, this should lead us to question the value of official sponsorship versus building a content-based association through links with particular teams or players. Elsewhere, its worth noting that, when we surveyed pe
21、ople at the start of the tournament, some brands did particularly well because of their long-standing association with the World Cup and/or because people simply assumed they were the most likely to be the sponsor (particularly in relation to a brand like Coca-Cola). As the competition progressed, p
22、eople were then exposed to a wide range of football-themed adverts from official sponsors and competitor brands alike. Even though the latter were carefully crafted so that the tournament was not referenced directly, the assault of football-related campaigns will have confused recognition levels amo
23、ng some sections of the audience. We discuss this in more detail below. Local factors are at work here too. In a market like the UK, the teams early and disappointing exit from the competition means that World Cup-themed advertising from sponsors will not have been promoted quite as heavily or reson
24、ated with audiences quite as strongly as if the team had put in a better performance. The markedly decreased viewing figures in the UK for the final England group game against Costa Rica is a clear example of how the impact of potential advertising was reduced. MOST POPULAR NON-SPONSORS: FOOTBALL-TH
25、EMED ADVERTISING MAKES STRONG IMPACT Across the three countries in question, it was Nike (31%), MasterCard (25%), Samsung (19%), Pepsi (17%) and Subway (16%) who were the most likely to be selected as official World Cup partners despite not having any actual link with the tournament. Recognition Lev
26、els for Competitor Brands: Change During the Tournament Question: Which of the following brands is an official sponsor of the 2014 FIFA World-Cup Brazil? / Source: GlobalWebIndex Real-Time Panel, June instead, it made people less confident about correctly identifying who the actual partners were. El
27、sewhere, we can also see the importance of a long-standing association with the World Cup through the figures for MasterCard. Despite being the only non-sponsor to suffer a significant drop throughout the course of the tournament, MasterCard was still in second place in terms of the brands people we
28、re most likely to incorrectly select as a sponsor. This is a direct result of MasterCard having been an official partner of the World Cup up until 2006, when it was replaced by Visa. Because of this, it is still strongly associated with the competition in the minds of many consumers. Clearly, Visas
29、marketing activities are starting to erode this hence MasterCards drop of over 10% but it will still be some time yet before the link is broken completely. This trend also gives further context for why names like Coca- Cola, McDonalds and Adidas scored so well in GWIs first wave of research at the s
30、tart of the tournament: long-standing associations really do matter. But its the clutter of advertising which followed during the World Cup with sponsors and competitors alike focusing on football that contributed to declines for some of the official partners. For further data and insights on the tournament, please download our other World Cup Trend Reports on Viewing Behaviors and Social Trends. Jason Mander Head of Trends E / / / T +44 20 7731 1614 A Bedford House, 69-79 Fulham High Street, London, SW6 3JW, England