Wharton’s World Cup Research Initiative

The Wharton Interactive Media Initiative (WIMI) at University of Pennsylvania’s Wharton School has joined forces in a research initiative with ESPN for ESPN XP and the Nielson Company to study consumer behavior at this year’s 2010 FIFA World Cup, now underway in Johannesburg, South Africa.

Expected to be the most-watched television event in history, each soccer match is projected to average 125 million viewers across the globe. ESPN XP will attempt to measure media usage and advertiser effects for the World Cup across all media platforms – TV, radio, Internet, mobile and print.

The  WIMI is a data-driven research endeavor focused on interactive media, its effects on global businesses, and implications for traditional business models. This partnership will build a state-of-the-art predictive model to understand and project “multichannel” consumption habits of its audience across digital properties.

Wharton professors are looking keenly at the World Cup for insight into the economic, social and behavioral impacts of this mega-sporting event, as well as the business implications of the tournament. It should be interesting to learn what their research shows when the event wraps up next month.
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