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Welcome
to the last issue of OM, a regular report by R3 and research
specialist CSM China into the latest sponsor activities leading up to
the 2008 Beijing.
In this issue we discuss some highlights of the latest wave of the R3 -
CSM Olympics Benchmarking research:
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OLYMPICS FEVER INSPIRES CHINA
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We recently completed Wave 10 of our Olympic Benchmarking Research on
Sept 10th, with results for subscribers coming in this October. For two
years, we’ve been tracking Consumer Confidence behind the games, and
for this wave it hit an historical high averaging 8.88 points out of 10
– an 11% growth compared to Wave 9 (8.04).
Under
this atmosphere in China, Sports interest also increased from 6.6 to
6.9 out of 10, as while as Olympic interest jumped to 7.7, the highest
ever. As anticipated , the Olympics has increased Sports
Participation and knowledge in China quite substantially.
Chinese
Olympics champions were also seen as national heroes. In this wave of
our research, Diver Guo Jingjing (40.2%), had the greatest jump from
wave 9 (11.4%) and al most reached the level of Yao Ming and
Liu Xiang. Several other local stars also were highly
mentioned, with swimmer Michael Phelps dropping into the Top Ten for
the first time.
In terms of brands, Coca-Cola continued to dominate on most of our
measures. Coke benefitted from a sustained and focused campaign ,
leveraging the best stars and going well beyond a few media to cover
digital, activation and outdoor in a highly effective way. Local
brands such as Yili, Li Ning, Lenovo and also performed well on our
measures. In terms of foreign companies, adidas finished second
behind Coke, driven through a consistent and memorable communications
approach, with a huge investment in outfitting medal winners,
volunteers and players in state of the art clothing.
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This
report is part of the R3 - CSM Olympic Benchmarking Research - tracking
1,500 views about the games, the stars, the sports, the sponsors and
the touchpoints every three months. As of today, Wave Ten fieldwork is
finished with results for subscribers coming mid October. For more
information, please write to emma@rthree.com.
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R3
is a marketing consultancy based in Beijing and Singapore, helping
marketers improve their efficiency and effectiveness. Clients
include Coca-Cola, Johnson & Johnson, adidas, Yili, VISA and
Singapore Airlines
For more information, go to http://www.rthree.com/.
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CSM Media Research is a joint venture
between the TNS Group and CTR Market Research (the leading market
research company in China). They operates the world's largest TV
and radio audience measurement panel, covering the 1.2 billion people
in China who have access to TV and/or radio
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Once again, R3 and CSM Media have
collaborated to produce the only complete analysis of Olympic marketing
in China - the Monthly Insights Report. Combining consumer research and
analysis of marketing campaigns, creatives, media expenditure and
sponsorship, the report will cover fieldwork results spanning from
April to September. To learn more about the report, please
click here:
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©
2006. R3 ASIA PACIFIC |
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