The main 3 takeaways of the presentation are:- It is possible to measure what makes and predicts engaging storytelling;- Relatability is the most important attribute to any story, no matter what your objective is;-Different generations connect and value stories in different ways.
MindProber and Eleven Sports use the first automated biometric media testing platform to offer a new currency of fan engagement to sports, directly measured from fans hearts.
We want to share with the audience our findings regarding how important sports are to peoples lives; How the way that people engage with sports has evolved from a simple "match watched for one or two hours, to a more participative way of "playing it with friends for two to four hours, to becoming a way of life, where people engage with sports 24 hours a day, following players, teams and scores from different devices. This evolution is very important to brands too.?With the on-air mobile methodology, we wanted to be in the moment while people watched their favourite games, and shared with us their passions, how and where they were watching, with whom, what they thought, and/or remembered most. This presentation will bring an innovative way of doing sports research in Latin America, with lot of references to our findings.
The football World Cup this summer in Germany is, together with the preceding qualifying games, one ofthe largest competitions in the world. Its importance is enormous -it has a huge impact on productivity and media behaviour, as well as consumption, eating habits and how the day is divided. This means that substantial amounts of money are spent on TV rights, media coverage, advertising, promotion, sponsoring and merchandising. But what do these investments generate? Well resist the temptation to discuss who will win, although there is of course the well-known saying that football is a game with two teams of eleven players which lasts 90 minutes, at the end of which the Germans are the winners. Instead, we will immerse ourselves in identifying the role of research surrounding leisure and this tournament. What is happening? What do the advertisers want? We will look more closely at the activities of a few agencies specialising in sports and sponsorship research. What are their identifying features? And we will discuss what can we learn from research: will the twelfth man be reached and with what result?
The following paper - focussing mainly on Germany - aims to provide some insight and a better understanding about the effectiveness of sport sponsorships. Firstly, an outline about the status of the German sponsorship market is given in order to show the growing importance of this 'new' communication tool. By reference to several case studies, the second part will illustrate the effectiveness of different sponsorship activities. Here, focus will be on showing whether or not sponsorship activities work more effectively when integrated into the classical advertising strategy. Finally, the lessons learnt from the case studies will be summarized to some guidelines how to use sport sponsorship successfully.
This report covers our findings on peoples' use, views and opinions of the sports coverage of the Daily Express and its three main rivals - the Daily Mail, the Daily Telegraph and the Daily Mirror (plus in Scotland, the Daily Record). Information has been gained via research with 1,107 respondents who are regular readers of the sports sections of one or more of these newspapers.
This report covers our findings on peoples use, views and opinions of the sports coverage of the Daily Express and its three main rivals - the Daily Mail, the Daily Telegraph and the Daily Mirror (plus in Scotland, the Daily Record). Information has been gained via research with 1,107 respondents who are regular readers of the sports sections of one or more of these newspapers.
This paper shows a brief analysis of the present-day situation in Austria with regard to skiing - a sporting activity which is of great importance in that country. The paper focuses on the local market situation, in this case the population of Austria as consumers of skiing products in the broadest sense. The classification of the consumer segmentation is based on the most recent survey, carried out at the end of 1981/ beginning of 1982. This paper attempts to show how market segmentation can provide some answers and assist in decisions to be made at a time when skiing potential in Austria appears to have become stagnant, ie. when no 'natural' expansion of the market is to be expected. A very precise and well directed communication strategy needs to be applied which cannot be conceived without carrying out specific research to obtain detailed information. The paper also includes a brief discussion of shifts from one kind of sport to another, in particular between Alpine and cross-country skiing.