MEC Rolls Out Sponsorship Measurement Service

MEC Access, WPP's events sponsorship marketing unit, has launched a research and analysis tool called 'Partnership Intelligence', to track consumer interest, media consumption and attitudes towards sponsorship of sports, music, the arts, film and TV events.

MEC Access offers a range of services to help brands develop and assess campaigns, and has an in-house Analytics and Insight team which provides budget setting analysis, econometrics, qual and quant research, and web and media analytics. The new Partnership Intelligence tool will provide analysis of consumer media consumption for, and attitudes towards, major global and local events such as the Olympics and the Oscars.

As an example, the solution allows brands to compare events such as the Olympics with the Super Bowl, or identify the product categories that are of highest interest to those engaged with a particular event - eg linking those who 'like' the Olympics with their interests in travel or fashion. In addition, the solution can assess media consumption habits across events, determining for example, the percentage of respondents planning to watch the Olympics live online, and those who will view clips via a mobile device.

Jennifer Hageney (pictured), MD of MEC Access across the US, comments: 'The information we can gather from Partnership Intelligence, for example showing potential sponsors which properties are most likely to drive maximum sales for their brands, is ground breaking and positions MEC Access as a truly valued business partner for its clients.'

Web sites: www.mecaccess.com and www.mecglobal.com .

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