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What we do
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We provide an extensive range of cutting-edge research solutions which enable clients to make informed and successful business decisions.
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| Client case studies — Internationial Rugby Board |
The requirement — Global media and consumer research at the Rugby World Cup
The Rugby World Cup is the world’s premier rugby union competition. The event is organised by the sport's governing body, the International Rugby Board (IRB), and is played every four years.
In both 2003 and 2007 the IRB commissioned Comperio Research to conduct a global two-fold research programme, comprising a combined mix of media and consumer research.
The objective of the media research was to monitor and evaluate worldwide television coverage of the event and quantify the exposure generated for sponsors. The consumer element focused on investigating the extent to which the general public were engaged with the event, it’s sponsors and with rugby in general.
The solution
Comperio used it’s global media monitoring network to track televised transmission of the event and analysed the programming by type, territory, length, and audience profile. Additionally Comperio appraised the media exposure delivered to sponsors using two key measurements:
- Gross media value – which basically calculated the financial sum which sponsors would have needed to spend on advertising to arrive at an equivalent level of brand visibility
- Net Media Value – using Comperio’s brand impact scoring system, this measurement quantified the true quality of the exposure by focusing on issues such as location, size and clarity of each brand sighting
The consumer research involved conducting 450 telephone interviews before and after the tournament across the UK, France, Italy, Australia, New Zealand and South Africa, totalling 900 interviews in each market. The reason for the combined pre-event and post-event approach was to enable Comperio to measure shifts in perception and affinity over time. And the fact that Comperio was official research supplier at both the 2003 and 2007 tournaments allowed for some useful comparative analysis.
The questionnaire was designed to measure:
- Awareness of and engagement with the tournament
- Engagement with rugby as a sport
- Sponsor awareness and recall
- General attitudes to sponsorship as a marketing practice
- The extent to which the event impacted perceptions of the sponsoring brands
The business benefit
Comperio equipped the IRB with an in-depth appreciation of how the Rugby World Cup was perceived across six markets, and provided an understanding of how the event influences enthusiasm for rugby.
The IRB was also able to quantify to sponsors the return on investment delivered to them in terms of brand awareness, brand affinity and brand exposure. This critical information will provide the IRB with substantial leverage for attracting and retaining sponsors for future events.
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