TNSSport to gauge effect of World Cup on tournament sponsors

by Sam Matthews, Brand Republic 19-Jan-06, 14:00

LONDON – TNSSport has launched a market research tool to measure the impact the World Cup has on sponsor's brand sales.

Using TNS Superpanel in 18 markets around the globe, it marks the first time a continuous panel of this scale has been used to measure return on investment using FMCG brands.

Ben Treadaway, TNSSport sales director, said: "This is a real breakthrough in the measurement of sponsorship effects at this level.

"By segmenting the panels, we can identify changes in purchasing behaviour of consumers who have been watching the World Cup."

The panel will track FMCG purchases in markets including the UK, France, Spain, Germany, Italy, Russia, Brazil and China.

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