TNS Superpanel – used in 18 markets around the globe – will be the first time continuous panel measurement of this scale has been used to measure return on investment, specifically for fmcg brands.
"This is a real breakthrough in the measurement of sponsorship effects at this level,” said Ben Treadaway, TNSSport sales director.
“By segmenting the panels we can identify changes in purchasing behaviour of consumers who have been watching the World Cup. This will give commercial partners a real measure of their return on investment. We have already tested the process and in some cases it has produced some pretty remarkable results."
The panel tracks fmcg purchases in markets including UK, France, Spain, Germany, Italy, Russia, Brazil and China.
