April 11th, 2023, YouGov
Business challenge
FOX Sports wanted to prove the value of brand advertisers’ investment during the 2022 FIFA World Cup
Solution
Leveraging YouGov’s powerful daily brand tracking to measure brand lift among US soccer fans prior to, during and following the event
Results
FOX Sports was able to demonstrate a significant impact for partner brands through accurate ad awareness and consideration tracking
Business challenge
As the official US broadcaster of the 2022 FIFA World Cup, FOX Sports wanted an accurate and objective way to measure the positive impact that partner brands obtained from advertising during the global event.
With over 15 advertisers involved, FOX needed an approach that was scalable, fast, highly-reliable and would not involve fielding multiple custom research surveys. In addition, FOX wanted to pinpoint brand lift specifically among an audience of soccer fans, instead of simply looking at the broader US population.
Solution
As a subscriber to YouGov’s BrandIndex platform, FOX was able to access daily brand health tracking data for its major advertising partners. FOX’s subscription to BrandIndex enables them to track more than 2,000 brands in the US, based on ongoing surveys to YouGov’s proprietary panel of over 5 million US consumers.
With support from YouGov’s expert team, FOX developed a methodology for an ad effectiveness study that would measure brand health for each partner prior to, during and after the FIFA World Cup. The research team were able to focus specifically on advertising awareness and brand health among self-reported FIFA World Cup viewers by applying audience filters available in BrandIndex.
Thanks to YouGov's always-on tracking, the report could be produced and delivered to FOX just 3 days after the World Cup concluded, without the cost of fielding additional surveys.
Results
Leveraging YouGov BrandIndex data, the report quantified the positive impact of advertising during the 2022 FIFA World Cup. Advertisers saw significantly higher advertising awareness and brand health scores among viewers of the FIFA World Cup when compared back to non-viewers during the event period.
With the success of the FIFA World Cup study, FOX Sports continued leveraging BrandIndex for other ad effectiveness measurement projects, including Super Bowl LVII between the Philadelphia Eagles and Kansas City Chiefs.
Client testimonial
“YouGov BrandIndex let us quickly, accurately and objectively show the positive brand impact that our FIFA World Cup advertising partners obtained”.
- Dan Urban, Vice President of Ad Sales Research, FOX Sports