In late 2020 and early 2021, AO.com sponsored a number of boxing matches, including the Katie Taylor and Anthony Joshua world title fights, along with four other co-sponsors. Measuring the awareness of branding on the ropes and ring was critical in assessing the success of the campaign. But how did AO.com reach people who watched the boxing matches?
Find Out Now profiled our 100,000 daily respondents by asking who was planning to watch each of the fights early in the week. On the following Sundays we were able to target likely viewers asking them to recall sponsorship brands by memory.
We were able to successfully measure brand impact, and these insights helped to shape brand strategy and led to further research briefs.