1. Have Bought it Before - Brand Trial %
Sponsor Aware
FMCG Brand Engagement 60
50
Total Market
42%
50%
Sponsorship ROI
Level
32%
40
15 23
30 5
Market Analysis Reach & Engagement 20
% Total 10 27 27 27 27
Total Market (16-55 age group) 90,700,000
0
Passion for Property 17% 15,419,000
All Aware of Sponsor Passionates Gratefuls
(“Passionates”) PassionIndex
Prompted Recall of Sponsor 11% 9,977,000 Recommend to Friend/Relative -
Recall Sponsor Brand Advocacy %
Delighted with Sponsor 7% 6,349,000 Sponsor Aware
(Gratitude Index)
39%
40 34%
32
Total Market 21% 17 22
24
Level
This is a FMCG sponsorship ROI example. The total customer base in the
16
4
market for the sponsor is 90.7 million consumers. Of these, 15.4 million are
passionate fans of the property and 9.8 million can recall the sponsorship.
Importantly, 6.3 million consumers are delighted that the brand is sponsoring
8 17 17 17 17
the property (Gratefuls/Gratitude Index). 0
All Aware of Sponsor Passionates Gratefuls
Using the SponsorMap framework we can see that the sponsorship is
providing a brand lift to the FMCG sponsor. Brand trial, advocacy and main Brand Used Most Often %
brand lifts are all linked to the sponsorship.
Sponsor Aware
SponsorMap looks beyond sponsor recall alone to demonstrate the impact of
sponsorship either through passion or sponsorship appreciation or both. 29%
Different sponsorships will work differently, some are passion driven others 30 16%
appreciation.
Total Market 17% 15
The example demonstrates the profound effect of sponsorship on brand
20 12
Level
measures particularly trial, advocacy and usage. 3
10
14 14 14 14
0
All Aware of Sponsor Passionates Gratefuls