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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 — The Indian Premier League |
The requirement — 6000 spectator surveys and 3000 stadium related interviews across the 59 IPL games in 8 cities
The Indian Premier League (IPL) is a major 20/20 cricket event, and one of the most significant and successful sporting initiatives to have been introduced to India in recent years.
Comperio Research was commissioned to undertake a four-part research programme on behalf of the IPL and its franchises, comprising:
- Consumer research to gain insight into the spectator experience
- Media research to quantify the return on investment (ROI) which was delivered to sponsors in terms of media exposure
- Broadcast and distribution analysis to measure the depth and breadth of worldwide television coverage of the IPL event
- Stadia research to test the feasibility of developing new stadia in each of the IPL host cities
The solution
The consumer research involved conducting 6000 face to face spectator interviews across the 59 IPL games in 8 cities. This research delivered an understanding of:
- Spectator demographics
- Satisfaction with stadia facilities
- Consumer opinion of the event, and how it compares to other cricket events
- The extent to which the event triggers consumer spend and boosts the local economies of the host cities
- Spectator awareness of the IPL sponsors and propensity to purchase their products and services
The broadcast element saw Comperio collate all television transmission data for the IPL as a whole, as well as for the individual franchises. Quantitative analysis was used to calculate coverage by territory, audience reach, audience profile, type of programming and hours of coverage.
And in order to quantify the ROI delivered to sponsors, Comperio used its global media tracking facilities to monitor match coverage and calculate the brand visibility delivered to each sponsor. Exposure was recorded and analysed on a match by match and ground by ground basis to provide comparative data. Comperio also investigated the variance in the exposure delivered to IPL sponsors versus franchise sponsors.
The fourth and final strand of the research programme was the stadia feasibility study. Comperio carried out over 3000 interviews to gain an overview of the potential demand for facilities, products and packages at the proposed new stadia, and to identify the revenues that could be generated through the general admission, high net worth and corporate markets.
The business benefit
- The intelligence delivered by Comperio will serve as a benchmark and inform event strategy for year two and beyond
- The IPL now has a clear understanding of the spectator experience, and can use this insight to implement improvement strategies which will enhance the experience for attendees at future events
- The output of the media research will enable the IPL to provide sponsors with valuable feedback and will help acquire and retain sponsors for future events and increase sponsorship revenues
- The findings of the stadia research has equipped the IPL with an appreciation of the viability of the proposed stadia developments. This intelligence can be used to feed into the design and structure of the venues, and the fact that Comperio has been able to forecast the expected revenue will provide the IPL with leverage for securing funding for the build of the facilities.
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