Measuring Ad Effectiveness for a Global Sporting Event
Challenge
A national advertiser who was advertising during the 2018 World Cup wanted to understand the effectiveness of advertising and sponsorship among the Latinx audience during the tournament. The goal was to show how advertising increased brand consideration relative to competing brands who didn’t advertise.
Approach
M/A/R/C®’s dedicated multicultural division, Horowitz, conducted ~3,000 surveys among Latinx who are Spanish-language TV viewers over the month-long course of the event.
- Three waves (pre, during, and post) with 1000 surveys per; offered in both Spanish and English.
- The survey captured overall World Cup consumption and attitudes.
- Ad awareness and brand linkage with the event were captured, as well as changes in awareness, affinity, and likelihood to purchase for the brand.
Outcome
- Insights proved the impact of advertising during the World Cup for the Latinx audience.
- Brand KPIs were compared to other brands within the category not advertising during the World Cup to show how association with the event helped their brand relative to non-sponsoring competitors in their category.
- Similar research was done for the 2022 World Cup event.
Note: This research was not conducted for or affiliated with FIFA or the FIFA World Cup event.