KFC best at using cricket sponsorship to build awareness, suggests Roy Morgan Research
The Big Bash League paid better dividends for sponsors than the other Cricket versions played in 2018, Roy Morgan research has claimed.
During the 2017-18 cricket season, KFC was recognised as being a sponsor of the game by nearly 40% of the audience while long standing corporate supporter, the Commonwealth Bank recorded less than 25%.
The results came while the Big Bash League was available on free-to-air TV on Channel Ten. As part of the deal signed between Cricket Australia, Foxtel and Seven, the 2018-19 series saw most games shown on Seven and Foxtel.
“KFC best at using cricket sponsorship to build awareness” says the headline. Two things:
1. I think there’s an argument to say that KFC awareness was already built, prior to the sponsorship.
2. Regardless, aren’t the results suggesting that KFC has the highest awareness aka association with being a sponsor NOT that awareness has been built as a result of the sponsorship?
Otherwise (the way you’ve set it up) you’re basically saying that only a quarter of the population know CommBank, which is ludicrous.
And finally, this article is a bit so what. So a big brand that most people in Australia already know have a strong association with this property… is all the money they are spending to own the naming rights worth it for some so called awareness? What about the impact on sales? Or even just brand perception? Or even consideration??
Nail on head
The timing of the release of this research is so misleading in any case. The cricket landscape, particularly for BBL has changed so much in the 18/19 season, that any outcomes from 17/18 are a little null & void now…