News International’s research into the effect of the recent World Cup on commercial activity will be released later this month.

Using a mixture of quantitative, qualitative methodologies and sales data from DunnHumby, key insights have been collated into key themes that will assist planning for London 2012.

The quantitative work monitored sponsor and key advertiser awareness just before the first ball was kicked and then just after the trophy was lifted. The research focused on 4 key brands that all advertised on NI platforms. 

There were wide ranging communication themes from reliving nostalgic moments from Italia 90 to providing specific zones for fans to debate the tournament. With the back drop of a poor performance from the England team the research highlights the essential role of involvement in the pre-tournament build up.

The qualitative project featured a series of interviews with a range of football fans from the hard core to mums that get swept up in the excitement. Using a dedicated Facebook group we were able to keep in touch with the respondents ('The Squad') throughout the tournament.

One of the key takeouts was a guide to how to interact with consumers during these events and ascertaining the correct tone for communications.

The presentation will be available early October so please contact Martyn U’ren, martyn.u'ren@newsint.co.uk to arrange a meeting.