Tracking ROI for Olympic Sponsors

TNSSPORT China has announced a partnership with independent marketing consultancy R3, for a benchmarking study tracking brand and star performance every quarter leading up to 2008 Beijing Olympics.

The 'R3 TNSSPORT Olympic Benchmarking Study' aims to help companies 'measure the ROI of their Olympic association'. The service looks at the views of people in ten cities, including Tianjin, Shenyang, Wuhan, Shenzhen, Nanjing, Hangzhou and Chengdu as well as the three traditional major markets of Beijing, Shanghai and Guangzhou. The survey, which promises clients the ability to analyse campaign impact split by north, south, east and west regions, will be conducted on a quarterly basis and involve 1500 interviews per wave with those aged 15 to 40.

TNSSPORT China business development director Vincent Cheung says the goal is 'to offer 2008 Beijing Olympic sponsors with independent measurement to rate the sponsorship performance and continued market insight.'

The first wave of the study suggests that 53% of Chinese people would be more likely to purchase a product or service because the company was an Olympic sponsor. R3 founder & principal Greg Paull says that although there is no previous research on this in overseas markets, 'we are sure the figures would be lower' than those for China. Paull says the partners' unique knowledge and expertise makes him 'very confident this research will become the equivalent of the 'S&P 500' when it comes to rating Olympic sponsorship ROI.'

TNSSPORT works in China through CSM, a joint venture of CTR and TNS Group which operates the world's largest TV audience measurement panel, representing c.1.2bn TV viewers at aged 4+ across China. CSM is online at ww.csm.com.cn .

R3 is an independent marketing consultancy based in Beijing, Shanghai, Singapore and Sydney and is online at www.rthree.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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