It’s one of the most-loved shows on TV. It has changed the way we think about and eat food. It has changed the way we talk about food. It has turned amateur cooks into superstar chefs. Oh, and it helps its sponsors and commercial partners sell product. A lot of product.
With the 12th season of MasterChef Australia poised to hit our screens, we thought you’d enjoy some stats about the success our sponsors and partners enjoyed last year. The info comes the researchers Edentify, so you can trust it!
- Sponsoring MasterChef Australia increases brand awareness. On average, sponsors saw a 7% increase in awareness among viewers as a result of their sponsorship.
- Sponsoring MasterChef Australia is effective. The total ad recall across the show was 39% higher than the category average.
- Sponsoring MasterChef Australia changes behaviour. Across all clients, the show’s viewers were 1.7 times more likely to take any action (buying, consuming, talking, visiting a store, etc) than a non-viewer.
- Sponsoring MasterChef Australia moves products. For FMCG sponsors, viewers of the show were 1.3 times more likely to purchase or consume their products than non-viewers.
- Sponsoring MasterChef Australia works for non-food brands too. Non-food brand sponsors saw a 9% increase in awareness among viewers as a result of their sponsorship.
- Sponsoring MasterChef Australia gets people talking. On average, viewers were 2.7 times more likely to talk about sponsoring brands or seek out information (by searching Google and visiting websites and social media pages) about sponsoring brands than non-viewers.
- Sponsoring MasterChef Australia improves brand perceptions. Over half of viewers feel more positive about a brand as a result of its association with the show.
