2007'02.11.Sun
Chinese Consumers Have Greater Affinity With Olympic Sponsors Than Non-Sponsoring Brands

October 18, 2006

68% of Chinese Say the Olympics Makes Me More Interested in the Brands That Sponsor According to Latest WPP Study
BEIJING, Oct. 18 /Xinhua-PRNewswire/ -- Beijing 2008 Olympics sponsors take note: 68% of Chinese would be significantly more interested in brands that sponsor the world's biggest sporting event. That's nearly four times more than US consumers (17%) and five times more than European consumers (11%). This finding emerges from SPORTZ(TM), a new study commissioned by WPP Group and conducted by Millward Brown, a leading brand, media and communications research company. More than 11,000 sports fans in China, US, UK, France and Germany were questioned about their interest, participation, views and impressions about 45 sports, 50 sporting events and 60 world teams in this year's survey. While it may not be surprising that virtually all of Chinese respondents (94%) for SportZ believe that the Olympics unites the whole nation, how quickly that belief is strengthening is amazing. Since the survey was last conducted in 2004, the number saying that Olympics is growing more popular has increased to 84% from 30%. According to Peter Walshe, global director at Millward Brown and lead researcher of the SportZ study: "This dramatic shift in awareness means that China is doing an incredible job educating the public about the Olympics. It also means that Chinese consumers don't take Olympics sponsors for granted." The study further elaborated that China is moving neck to neck with global averages on relationships with sports events. This means more sports events in China, combined with the local consumer's affinity in brands sponsoring major events, could be a winning combination for companies looking to increase profits and market share. According to Esmond K.L. Quek, Chief Executive of Hill & Knowlton China, whose company is a founding sponsor of the SportZ survey, "The data from the new SportZ survey helps our clients make informed decisions about where and when sponsorship money is best allocated in order to improve brand awareness, drive brand growth and impact on the business' bottom line." Who are those Chinese consumers interested in brands sponsoring Olympics? -- Tend to be more male than female (68.7% versus 67.4%) -- Use the internet more than once a day (67.4%) -- Is a regular cinema goer (65.9%) -- Tend to work full time (70.3%) -- Believe using a famous brand can improve his/her image (69.2%) -- Often read advertisements in newspapers and magazines (68.8%) -- Usually the first one to buy the latest technology (68.9%) Other highlights from the survey -- Badminton, table tennis and swimming are the most favorite sports in China, thanks to strong equity amongst females. This is different from other countries where major sports are driven by men. -- Basketball is the game most watched on TV by males, 71% of the 16-24 year olds are interested in Basketball, the majority of whom actually play it (62%). FIFA World Cup and NBA Finals are the most favorite events amongst males. -- F1 motor racing is the most exciting sport, among both male and female respondents. It is growing more popular but cost too much for fans to follow. -- Men's golf is perceived as too boring and cost too much to follow. -- Few Chinese have actually been to a major sporting event in person (Chinese Premier League tops by 10%). But more than half Chinese say they want to see the Beijing Olympics (12% very likely and 41% quite likely). This was highest amongst the young people. 68% of 16-24 year olds compared to 36% of the 55-65 year olds. About SPORTZ SportZ is part of the BrandZ(TM) survey conducted annually by Millward Brown for WPP operating companies such as Hill & Knowlton and 141 Premiere. BrandZ provides brand equity measures for more than 30,000 consumer-facing brands and interviews 650,000 consumers globally. SportZ asks nearly 2000 Chinese sports fans about their interest, participation, views and images of key sports, events and teams. It then fuses (through rigorous statistical analysis) common questions that add additional, common, statistical results from TGI's (Target Group Index)/CMMS (China Market and Media Study) data (format least 70,000 people in China) on brand usage and media consumption. About Millward Brown Millward Brown ( http://www.millwardbrown.com ), one of the world's top 10 marketing research organizations, is recognized as a leading authority on advertising, marketing communications, media, and brand equity research. Through the use of an integrated suite of validated research techniques - both qualitative and quantitative -- Millward Brown helps clients build strong brands and services. Millward Brown has more than 70 offices in 45 countries and also has several specialized global practices including Millward Brown Optimor (a global unit focused on helping clients maximize the returns on their brand and marketing investments), a Global Media Practice (a global media effectiveness unit), Millward Brown Precis (a global PR measurement practice), Dynamic Logic (an online research firm specializing in measuring advertising and marketing effectiveness), and KMR (provider of global Target Group Index [TGI] the world's leading media and market profiling tool). Millward Brown is part of Kantar, WPP's insight, information and consultancy arm. About Hill & Knowlton Hill & Knowlton is a leading international communications consultancy, providing services to local, multinational and global clients. The firm is based in New York with 71 offices in 40 countries, as well as an extensive associate network. The agency is part of WPP Group plc (Nasdaq: WPPGY), one of the world's largest communications services groups. About 141 Premiere 141 Premiere is the sports and entertainment marketing division of 141Worldwide, with offices in the US, UK, Europe, the Gulf and Asia. We believe that evidence led sponsorship activation can help transform consumer behavior for the benefit of brands. About WPP Group WPP (Nasdaq: WPPGY) is one of the world's leading communications services groups, providing national, multinational and global clients with advertising; media investment management; information, insight & consultancy; public relations & public affairs; branding & identity, healthcare and specialist communications. Our worldwide companies include JWT, Ogilvy & Mather Worldwide, Y&R, The Voluntarily United Group, Grey Worldwide, Bates Asia, MindShare, MediaCom, Mediaedge:cia, Millward Brown, Research International, Kantar Media Research, OgilvyOne Worldwide, Wunderman, 141 Worldwide, Hill & Knowlton, Ogilvy Public Relations Worldwide, Burson-Marsteller, Cohn & Wolfe, CommonHealth, Sudler & Hennessey, Ogilvy Healthworld, Enterprise IG, Landor and Fitch among others. Our companies provide communications services to clients worldwide including more than 330 of the Fortune Global 500; over one-half of the NASDAQ 100 and over 30 of the Fortune e-50. We work with over 330 clients in three or more disciplines; more than 130 clients in four disciplines and over 100 clients in six or more countries. Collectively, WPP employs more than 92,000 people in 2,000 offices in 106 countries. For further information, visit http://www.wpp.com . For further information or additional results from the study please contact: Tzyy Wang Hill & Knowlton China Tel: +86-10-5861-7575 Email: twang@hillandknowlton.com.cn SOURCE Hill & Knowlton
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