NEW YORK MEC Access and MindShare Performance have jointly created PartnerZ, a research tool that allows clients to evaluate consumer affinity across media properties to identify the sponsorships that best fit their brand and target audience.
The research study, conducted by Millward Brown, covers data on the arts, music, film, festivals, entertainment and sports in the U.S., U.K., France, Germany, Italy, Spain, Russia, China and India. Fieldwork for the study took place from November to December last year.
The Olympic Summer Games were identified as "a great example. The study shows that no other sporting event connects so strongly to both men and women," said Jon Levine, svp of MEC Access North America.
The WPP-owned companies decided to conduct the research because sponsorship investments now represent more than 10 percent of global marketing budgets, said Levine. "We as an industry must be in a position to offer our clients the expert insight and strategic consultancy they are demanding," he said.
Levine noted that previous studies have focused on only one particular sector, like sports, resulting in a lack of comparable data when developing strategic rationales.
MEC Access is the sports, entertainment and cause marketing business for Mediaedge:cia, and MindShare Performance is the sports and entertainment consultancy for its parent company.