7 July 2006
Singapore, July 7, 2006: The 2006 FIFA World Cup is possibly the biggest and most followed international sporting event during its month-long play-offs. Surprisingly, even with the extensive interest and publicity generated by the tournament in the media, nearly three-fifths of locals were not able recall a single World Cup sponsor, according to the findings from a latest ACNielsen Research Singapore study.
According to the ACNielsen survey, Adidas, with its high impact local television and billboard advertising blitz prior to and during this particular football season, emerged as the most mentioned World Cup sponsor by 13 percent of respondents. The sponsor with the next highest recall rate was McDonalds, mentioned by 11 percent of respondents. Others among the top five mentioned, although of a significantly lower incidence, were Coca Cola (5%), Hyundai (4%), and Gillette (4%).
“Adidas came up with a memorable international soccer themed advertisement which received a lot of airtime, and its billboard advertisements can be seen in high traffic areas such as MRT stations, while McDonald’s special delivery advertisement continued to remind us that they are around 24/7 should our stomachs growl during this sleepless World Cup season,” observed Mr Ashok Charan, Managing Director of ACNielsen Research Singapore.
If viewership intention were any indication, over a million people in Singapore will be up till the wee hours of the morning of Monday, 10 July to witness the showdown between the last two World Cup teams standing, and the live crowning of the FIFA World Cup Champions.
A survey to gauge the degree of World Cup fever taking place in Singapore was conducted by the global leading market research firm from end June through early July 2006.
Singapore has been seeing many night owls of late, but going by the ACNielsen survey results, it’s almost certain that we will not be getting much sleep on the day of the World Cup final! The live telecast of the match in the wee hours of a working day does not appear to deter a-third of the local population—over three in 10 respondents have confirmed their seats in front of the television screen, while a-fifth said they are probably going to be watching the final showdown.
As the four-yearly, much-anticipated soccer event approaches the peak of its feverish pitch, how satisfied are Singaporeans with the match results, and teams’ performances? Over two-fifths are pleased with the outcome thus far, with five percent claiming to be very satisfied. However, although to a lesser extent, there are also disgrunted fans who have expressed their unhappiness --seven percent of respondents claimed to be dissatisfied with the World Cup results and performances to date.
The survey was conducted in June–July 2006 through the ACNielsen Web-based CATI Omnibus, interviewing 1,000 people aged 15+ representative of the Singapore population.
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