Study: 21% Of Aussies Associate KFC With Its Big Bash Sponsorship

Study: 21% Of Aussies Associate KFC With Its Big Bash Sponsorship

Aussies who watch cricket on TV almost always associate kfc with the Big Bash, according to a new report by research firm roy morgan.

The fast-food retailer has reaped the rewards of its long-term sponsorship of Australia’s BBL, with over 4.2 million Australians – or 21 per cent of Aussies aged 14 and older – associating KFC with the Big Bash.

Roy Morgan CEO Michele Levine said it can take time for sponsorship of major sports to pay off, but KFC’s sponsor naming rights show just how effective a long-term commitment can be.

Levine said: “KFC has been the naming rights sponsor for Twenty20 Cricket in Australia for over a decade now.

“Over 4.2 million Australians now associate KFC with the Big Bash League and when you start analysing people who have a declared interest in cricket whether by playing, attending, or watching on TV this penetration rises dramatically”.

When it comes to the Big Bash, KFC is miles ahead of other companies and brands.Screen Shot 2019-02-11 at 11.40.03 amOnly three per cent of TV cricket watchers associate Pay TV company Fox Sports and long-term cricketing sponsor the Commonwealth Bank with the Big Bash.

The Commonwealth Bank is associated far more strongly with Test Cricket for which the bank had a long-term sponsorship arrangement.

Another long-term former sponsor, CUB’s Victoria Bitter (VB), is still heavily associated with Test Cricket by 15 per cent of TV cricket watchers.

Other brands to have an association with Test Cricket as mentioned by TV cricket watchers include XXXX Gold, Qantas, Fox Sports, Swisse, Asics, Vodafone, Bunnings Warehouse and Toyota.

 

 




Please login with linkedin to comment

BBL Cricket Australia KFC

Latest News

Fast 10: Scoundrel’s Tim Bullock Explains What Shane Warne & Salt-N-Pepa Have In Common
  • Advertising

Fast 10: Scoundrel’s Tim Bullock Explains What Shane Warne & Salt-N-Pepa Have In Common

In this latest instalment of the Fast 10 series, Greg ‘Sparrow’ Graham chats with Tim Bullock, director and founder of production house Scoundrel. You know Bullock’s work, even if you don’t know his name, having directed huge spots for the likes of VB and Toyota, working with creative agencies such as The Monkeys and Saatchi […]

Outbrain Snatches Chris Oxley From Foxtel Media
  • Advertising

Outbrain Snatches Chris Oxley From Foxtel Media

Outbrain has appointed Chris Oxley as the country manager for Australia, New Zealand, and Singapore. Bringing over 18 years of experience in digital media, Oxley will lead the charge in driving the expansion of Outbrain’s advertising business across ANZ and Singapore. In his role, Oxley will oversee the development and implementation of Outbrain’s commercial strategy […]

oOh!media & POLY Partner With Greening Australia For OOH Awareness Campaign
  • Campaigns

oOh!media & POLY Partner With Greening Australia For OOH Awareness Campaign

To mark oOh!media’s community partnership with Greening Australia, creative and innovation hub, POLY has developed a two-phase campaign that leverages weather triggers and dynamic digital executions to drive brand awareness and donations. Greening Australia is a national not-for-profit organisation with over 40 years of experience restoring Australia’s diverse landscapes and protecting biodiversity. oOh! announced its […]

Are Media Cares For The Carers In Its Latest Social Change Campaign
  • Campaigns

Are Media Cares For The Carers In Its Latest Social Change Campaign

Are Media together with Carers Australia and a coalition of carer support and advocacy groups, are joining forces to call on both the Federal Government and the Opposition to add superannuation to the fortnightly Carers Payment. Last month, The Inquiry into Unpaid Carers recommended the Australian Government consider options to incentivise and recognise the impact […]

In A Fragmented World, Engagement Is King
  • Partner Content

In A Fragmented World, Engagement Is King

Media executives from Australia’s top agencies sat down with B&T TV to discuss how media fragmentation is impacting advertising spend. Few will deny that measurement is key when it comes to deciding where to allocate ad dollars. With media more fragmented than ever, which metrics to use is less clear. As Nik Doble, Mindshare’s national […]

Partner Content

by B&T Magazine

B&T Magazine
Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]