MUMBAI: TNSSport an arm of marketing research firm TNS has launched a multi market research service to measure the impact the football World Cup has on sponsor brand sales. The 2006 World Cup takes place later this year in Germany and will air in India on ESPN Star Sports.

Using the TNS Superpanel in 18 markets around the globe, it is the first time continuous panel measurement of this scale has been used to measure return on investment, specifically for FMCG brands.

TNSSport sales director Ben Treadaway says, "This is a real break through in the measurement of sponsorship effects at this level. By segmenting the panels we can identify changes in purchasing behaviour of consumers who have been watching the World Cup. This will give commercial partners a real measure of their return on investment. We have already tested the process and in some cases it has produced some pretty remarkable results"

The panel tracks FMCG purchases in markets including UK, France, Spain, Germany, Italy, Russia, Brazil and China. TNSSport provides information to over 300 rights holders and sponsors worldwide. The firm provides sports media analysis and market research to enable a complete understanding of the value and impact of sport.

TNS provides market measurement, analysis, insight and advice in more than 110 countries. Working with national and multi-national organisations, it help clients develop effective business strategies and enhance relationships with their customers.