Oath has studied the viewing habits of World Cup fans to deliver ad insight to its clients, and in doing so, it learned about brand recognition levels in the UK – and a staggeringly low purchase intent.
In February, 7,294 respondents from UK, France, Brazil, Denmark, Germany, Sweden, Italy and Spain gave their views on sponsors. For Coca-Cola retention levels were at 45%, at McDonalds it was 41%, Adidas (33%), Visa (31%) and Budweiser (27%).
Brazilians were found to be the most passionate fans, but they were also the most brand-friendly. 35% said they would be much Read full story ›
Source: The Drum
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