Mobile Research on Event Sponsorship and Advertising Achieves High Response Rates in Real Time During UEFA Final (Lightspeed) | MMA Global

Mobile Research on Event Sponsorship and Advertising Achieves High Response Rates in Real Time During UEFA Final (Lightspeed)

December 17, 2007
Mobile Research on Event Sponsorship and Advertising Achieves High Response Rates in Real Time During UEFA Final
 
Background
In response to the rapidly expanding use of mobile phones, coupled with the need to survey consumers on demand, Lightspeed Research has developed a powerful new mobile research platform. The 2007 UEFA Champions League Final provided an ideal opportunity to test the effectiveness of this innovative research tool.
 
Objectives
Traditionally, it has been difficult for researchers to reach people, especially younger demographics, in real time during big events — especially those watching coverage outside the home. As a result, measuring the effectiveness of event sponsorship and advertising generally took place after the event, yielding somewhat stale insights. In light of these challenges, Lightspeed had two objectives:
·    Test mobile research as a data collection method to reach people on the go, in real time
·    Examine the effectiveness of using mobile surveys to measure sponsorship and advertising awareness at the time of the experience
 
Solution
Lightspeed Research conducted a mobile survey to measure the impact of event sponsorship and advertising during the UEFA Champions League Final held on May 23 in Athens, Greece. The company sent survey invitations to the mobile phones of 7,000 panelists )18–44 year olds) during the 15-minute halftime break. Respondents were able to take the survey via their phones from wherever they were located. The survey asked whether they were watching the game, where they were watching it, whether they were drinking beer, which brand of beer they were drinking, and whether they were aware of the sponsoring brands.
 
Results
Lightspeed Research received 1,484 completed surveys, successfully achieving:
·    High response rates )18–24 age group at 26% and 34–44 age group at 19%)
·    Fast response to surveys )63% completed it during half time)
·    High participation from out-of-home locations )21% were watching the game outside the home — at bars or friends’ homes)
 
According to the data, Mastercard had the highest sponsor recognition )31% spontaneous and 65% aided) while Amstel had the highest non-sponsor recognition )11% spontaneous and 34% aided). In addition, 36% of those watching at home and 64% of those watching in a bar were drinking beer, and the most popular brands were Stella )at home) and Carling )in bars).
 
These results indicate that mobile research provides a highly effective method of capturing targeted, timely information … producing a wealth of insights into key consumers. ■