TV Day 2013 | Humor is serious business | Insites consulting
The Impact of TV sponsoring
1.
2. At VMMTV we dispose of a specialized team for all non-
spot advertising. For the sponsoring of all premium TV
programs, this team aims at connecting the advertiserʼs
brand, the programʼs brand and the viewer of the
program. !
3.
4.
5. METHODOLOGY"
The Sponsoring Impact Monitor Plus (SPIM+) is a
research tool of VMMTV, executed by an independent
research agency, InSites Consulting. "
!
As the name indicates, the impact of program sponsoring on
the brand is the object of the study. By means of an online
post test, 400 respondents between 18 and 54 year fill in a
questionnaire. The sample is representative on age, social
class and gender for the Flemish population.!
!
The impact on the brand is measured by comparing 200
viewers with 200 non-viewers. We only report a result
when the difference between the two groups is statistically
relevant. Doing so, we can draw statistically justified
conclusions for the whole population. !
!
When multiplying these 400 with our 15 cases we get to a
number of 6000 respondents who participated to this
study."
6. BRAND IMPACT"
The impact is represented according to the ʻHierarchy of
effects Modelʼ. !
!
Think refers to the brand awareness, feel to the brand
image, do to the purchase intention and talk to the amount
of buzz.!
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11.
12.
13. 3 PARAMETERS:"
"
TOP OF MIND AWARENESS !
if you think about a product, what brand do you think about first?!
SPONTANEOUS AWARENESS!
which other brands do you also know, even if only by name?!
TOTAL AIDED AWARENESS!
respondents indicate all brands they know from a list of brands!
14. RESULTS BRAND AWARENESS"
In 14 cases (93%) sponsoring has a positive and significant effect on brand
awareness: !
!
! 5 cases with an average increase of 86% in top of mind brand
awareness!
! 7 cases with an average increase of 124% in spontaneous brand
awareness!
! 2 cases with an average increase of 46% in aided brand awareness!
In 1 case, Delhaize, we did not report a significant effect. A possible
explanation for this lack of result: Delhaize has a brand awareness of
96%. !
15. EXAMPLE "
THE VOICE & SAMSUNG"
Sponsoring by means of"
"
! Billboards!
! Functional integrations!
! Online!
! Mobile!
16. BRAND AWARENESS"
SAMSUNG"
+15%
AIDED BA"
SPONTANEOUS BA"
TOMA"
+100%
NON-VIEWERS! VIEWERS!
The brand awareness increases, both the
top of mind as well as the total brand
awareness. !
17.
18. 3 BRAND IMAGE PARAMETERS"
"
1. GENERAL BRAND IMAGE!
Functional items"
This brand offers me a good price-quality ratio!
This brand is useful to me!
!
Emotional items"
I like this brand!
I feel good about this brand!
!
Symbolic items"
This brand fits my personality, who I am!
I can identify myself with this brand!
"
2. SPECIFIC BRAND IMAGE!
Brand related values such as design, expertise, etc.!
!
3. VALUE TRANSFERS OF THE PROGRAMS"
Positive atmosphere, accessible, etc.!
!
19. RESULTS BRAND IMAGE"
In 13 of the tested cases (87%) sponsoring causes a significant, positive
increase on the brand image (general and specific): !
" The general brand image: on average ½ of the items increases
after the campaign.!
" The specific brand image: a positive impact for more than ½ of the
brand related brand values!
" Transfer program values: almost 3/4 of the program values has
been transferred via sponsoring !
The 2 cases without impact on brand image are Franck Provost and
ALLO telecom, both brands with a low brand awareness.!
20. EXAMPLE "
SYTYCD & REXONA"
Sponsoring by means of"
"
! Billboards and overlays!
! Integrations!
! Preroll!
! Branding of the homepage!
! Mobile app!
21. BRAND IMAGE REXONA"
+31%" +30%" +38%"
+76%" +74%"
NON-VIEWERS!
VIEWERS!
… has a nice … is een … has a … protects me … wide variety
packaging! modern brand! cheerful and againts odors for of deodorants!
optimistic mood! 24h!
Positive impact on brand image
viewers versus non-viewers!
22.
23. TALKABILITY"
On average 46% of the viewers talk about a program after watching
it. 5% of the viewers also talk about the sponsor.!
!
For ʻThe Voice Van Vlaanderenʼ (4.250.660 viewers) this means
that 212.533 people talked about Samsung after watching the show.!
24.
25. PURCHASE INTENTION"
In 5 of the 15 tested cases (33%) sponsoring brings about a
significant positive increase of on average 22% on the purchase
intention of the sponsoring brand.!
!
26. EXAMPLE "
IDOOL & TIC TAC"
Sponsoring by means of"
"
! Billboards!
! Functional Integrations!
! Online!
