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The
speakers were Mindshare performance Asia pacific MD Mike Rich
and Mindshare Performance Asia Pacific marketing director
Jamie Lord.
As
far as the first myth is concerned while it is true that men
watch sports, women also do. For this, Mindshare looked at
its 3D database. Badminton viewership is even for both men
and women. In a survey 43 per cent of women expressed an interest
in soccer. Women also watch golf and so clients should not
completely ignore women in their sports campaigns.
As
far as the second myth is concerned that sports cannot be
measured, the fact is that there are three areas where measurement
is happening. You have media evaluation. Here you quantify
the exposure of brands in a broadcast environment. Then there
is Effectiveness Tacking. You also have Econometric modelling.
The unit has two tools, Oscar and Radius.
The
former is used to make branded content selection decisions
for clients more effective. For instance it took a decision
that it would not be good for a client to be associated with
Pop Idol in Thailand and the decision proved correct. The
show did not fare well in the ratings as it did not tap the
psyche of the viewers. Radius, meanwhile, is a digitized form
of brand exposure capture.
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