A market research tool developed to better measure the impact of
Focused on measuring outputs not inputs
Used in 18 countries with more than 80 projects
Partnered with Taylor Nelsen Sofres the world’s largest market research
company with offices in more than 80 markets
Integrated approach for measuring sponsorship in conjunction with media,
on-line and sales information.
Importantly, integrating sponsorship into the total measurement framework
for brands. Not in isolation, demonstrating the business value of
sponsorship is critical.
Growth in Sponsorship Slowing
Major focus on measurement at present.
Sponsorship has Grown Faster Than Advertising and Sales
Accountability for Sponsorship Investments
ING ends Formula One
Public opinion ends Wells
Fargo golf sponsorship
UBS to end Hong Kong golf sponsorship
Bank of America Defends Sponsorship Deals
RBS cuts back sports sponsorship
The Context of the Sponsor and Property Relationship
The purpose of sponsorship research is to:
Make better strategic sponsorship decisions
Invest in properties that will deliver against objectives
Achieve sales, financial and non-financial targets
Refine and improve activation mechanics to drive response
Negotiate great rights acquisition fees and set activation budgets
Deliver long-term brand equity and value
For Properties or Rights Holders…
For rights holders too there are important benefits from sponsorship
measurement and evaluation.
Justify healthy rights fees
Better understand and work with brand sponsors
Expand the pool of brands who can use sponsorship effectively
Successfully renew sponsorship partnerships
Properties that can show they deliver for brands will continue to
be successful at attracting sponsors
The Sponsorship ROI challenge is also the
Marketing ROI Challenge
Defining Marketing ROI (Return on Investment)
Global corporations do not have an
quot;industry-wide standardquot; in their
respective sectors. Most of them seem
to measure marketing ROI in diverse
ways, some of them strikingly similar…
September Issue 2004
Chief Marketing Officer Magazine
in an article titled ‘Metrics Revolution”
Sponsorship ROI Needs to be Measured Against Business
Goals to Establish its Value
Unless you can demonstrate the potential
value of the property in delivering against
your brand and business objectives, why
would a marketing director look at it and
spend millions of on it? It is no different
from any other marketing activity.
Sponsorship objectives and measurement
must be aligned with the sponsor’s own
brand and communication objectives and
the overall strategic plan.
Typical Sponsorship Objectives (Example 1)
TV sponsorship for women’s deodorant
To increase brand penetration (Additional 5 million users)
To build brand awareness focusing on credentials of
protection and care
To encourage trial and switching from other brands
To communicate invisible protection (deodorant).
Typical Sponsorship Objectives (Example 2)
Music sponsorship (Mobile phone sponsor)
To achieve high levels of awareness for brand A
To provide a significant increase in brand preference for
To enhance brand A’s image attributes
To create a unique brand experience
Typical Sponsorship Objectives (Example 3)
The objectives of the sponsorship are to deliver for the Brand:
1 High-quality brand awareness
2 Increase customer loyalty
3 Improvement in attitudes and reputation.
This evaluation involves measurement of event sponsorship using
several metrics from different sources to measure these sponsorship
Sponsorship is a dynamic three-way relationship.
Sponsorship works through harnessing the emotional connection between a
property and its audience and converting this into a desired response for a
Sponsorship operates through different cognitive processes than
advertising. Advertising communicates directly to the customer through
essentially an interruption mode whereas sponsorship communicates
indirectly via a property in a passion mode.
Sponsorship cognitive process involves attention, recall, engagement and appreciation
to influence brand commitment.
It very important to understand how sponsorship works to demonstrate ROI.
Each of these elements impacts on sponsorship effectiveness.
In order to apply an effective sponsorship evaluation methodology, it is important to be clear what such
methodology should be measuring. (Our SponsorMap™ approach is based on a framework for
understanding the impact of sponsorship on attitude and behavioural change). A useful model for
understanding the components of sponsorship effectivenesss is based on the foundations of Heider’s
Balance Theory and the recent research from the Advertising Research Foundation.
People move through five key stages as they move from initial exposure to a sponsorship towards a
behavioural change as a result of the sponsorship experience. These are:
– Attention: The point of sponsor exposure to an audience whilst the audience is enjoying an
– Understanding: The levels to which people are able to recall sponsors of an event/property.
– Engagement: The passion an audience has for an event/property.
– Appreciation: the gratitude or appreciation people may feel towards sponsors for the sponsors
involvement with an event/property.
– Commitment: The change in attitudes or behavior people may feel towards a sponsor/brand that
is a direct result of the sponsorship.
Media Measurement of Sponsor Logos (TV)
Logo presence is 50% greater at
Analysis of exposure for the Bank of Scotland.
Various systems available, all measuring signage.
Media Measurement of Sponsor Logos (TV)
Exposure analysis can assist in driving sponsor recall
and there are good solutions available.
Online Discussion Analysis of Exposure & Blogging
This is an example of on-line monitoring from Cymfony, a TNS company. They conducted an
analysis of online discussion focusing on the favorability and key characteristics of the event and
players as they relate to the sponsors. Coverage quality components such as brand prominence,
title mention, message penetration and tonality were weighted and combined with Reach (% of
stature list publications) to get the benchmark Verismo Score. Online monitoring is highly
Sponsorship Volume at a Glance (Dec 1 -
Dec 28, 2008)
Total PR Coverage
Total Social Media 415 posts
Sponsors Tracked Sponsor A
Measurements of Exposure are Measures of Inputs NOT
Return on Investment at ALL.
Weak amongst Strong amongst
Early Adopters Early Adopters
Unaided Awareness of Sponsors
An example of the survey research to determine sponsor recall.
Top of Mind Total Unaided
Bank of America
Bank of America Nike
Coca Cola/Coke Capital One
Don't Know/None Don't Know/None
Base: Total Asked (n=150)
Q3a. Talking about the X , what SPONSORS were represented at this event?
Q3b. What other SPONSORS were represented at the X event?
Sponsor Recall is Important but Not an End to Itself
Increasing Sponsorship Recall is not Always Best
There are natural limits on sponsor recall as an objective for sponsors.
Not All Properties are Equal for Sponsors
The level of engagement (passion) depends on audience and property type. This is a
simple example from the US with a specific sample. The impact of a sponsorship for a
sponsor is higher with properties that have higher levels of engagement. This depends Base: n=351
on target audience a great deal.
Not All Properties are Equal for Sponsors…
Some properties have a strong base of fans (“Passionates”) whilst others can have a less strong support
base. Useful information to determine sponsorship impact.
Property Sponsor “Passionates”
Extreme sports Fashion 81%
F1 Team Telco 70%
Dance Party Tobacco 60%
Broadcast Telco 59%
Music Festival Telco 54%
Football Utility 54%
Horse Race Beer 53%
Football Finance 43%
Arts Utility 34%
Sponsorship Recall is Directly Related to Engagement…
Sponsor Prompted Recall (Vodafone)
Team Ferrari Passion
Unaware of Passive
Base Property Disinterested Enthusiast Spectator Great Fan Fanatic
Unweighted 673 77 337 52 101 43 63
Weighted 680 76 338 51 102 45 68
V Sponsor Team
Yes 25% 2% 16% 31% 34% 45% 60%
No 75% 98% 84% 69% 66% 55% 40%
Sponsor Recall is directly related to passion (engagement) therefore traditional aware vs.unaware results
can be misleading unless passion is included. (Example from Advertising Festival Case Study 2005)
Improvements in Sponsor Purchase Intent are often also
directly related to Passion for the Sponsored Property…
Sponsor Unaware Sponsor Aware
Brand Advocacy also has a Strong Relationship to Sponsor
Sponsor Unaware Sponsor Aware
Gratitude Index Ratings - Benchmarks (Categories))
Sponsor appreciation generally depends on the level of activation and also the type of sponsored property.
Property Sponsor “Gratefuls”
Arts Utility 74%
F1 Team Telco 61%
Dance Party Tobacco 53%
Music Festival Telco 52%
Extreme Fashion 52%
Horse Race Beer 47%
Broadcast Telco 38%
Football Finance 24%
Football Utility 12%
Pre and Post Survey Measurement Recommended
Methodology & Sample
Survey research allows for a better understanding of sponsorship impact. In the case above it is the
same people interviewed before a sponsorship and then following it. Sponsorship impact can more easily
be gauged with a pre and post treatment and often in conjunction with other tools.
Demonstrating How a Sponsorship is Achieving Objectives
Shifts in Sponsor’s Brand Performance Indicators
Solid increases in the brand KPIs
as a direct result of the event itself
with source of business drinkers. ✔
Base: n=300 Source of
* statistically significant
Margin of error (4%) at 95%CI Business
Sponsorship Related Brand Image Enhancement
Sponsorship example FMCG industry where the health attributes of the sponsor’s brand are much higher
with the segment of the markets that engaged with the sponsorship.
For Growing Bodies
ROI Based on Financial Valuations Needs Lots of Data
Last Brand Purchased and Estimate of Increased Spend with
Sponsor purchases increased by 3% points post-event.
Last Brand Purchased Increased Spend
$41.52 At 3% point increment
in last purchased brand
from the event would
Pre-Event result in $622,000
additional sales from
sponsor outlets per
Total Event retail outlet visit
At the Venue
Note: Calculation is based on total
audience (reach measurement from in
conjunction with pre and post survey
information from the fan survey.
Base: Total Asked (n=500)
Prefanq8/Q17. Thinking about the last time you purchased X, what brand or company did you use?