Ipsos survey to measure Russian World Cup brand activity

RUSSIA – Ipsos has launched a syndicated survey ahead of the Football World Cup in Russia in June 2018.

Russia football_crop

The survey will cover FIFA and Russian Football Union sponsors and football advertising from brands that are not official sponsors.

The study will cover four key questions: if promotional efforts at the World Cup reach expected business results for the development of the brand; is there enough effective communication to overcome the advertising clutter and attract attention to the brand; how consumers involved in the interaction with the brand in connection with FIFA World Cup; and is advertising investment distributed effectively?

It will take place over seven waves, split in three stages: Early Stage ( 2016-2017 ); Before the Cup (May 2018 ); and After the Cup (July 2018 ).

In each wave 1,200 online interviews will be conducted among 14+ year old Russians living in cities with 100,000+ inhabitants. The first wave of tracking has already started and the results will be released in early November.

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