Accountability for Sponsorship Investments
Exposure valuations are no longer considered valuable to sponsors.
We can measure them but they cannot be “banked”.
Sponsorship objectives and measurement
must be aligned with the sponsor’s own
brand and communication objectives and
the overall strategic plan.
• 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.
Several methods can be used. These are based on the overall
Social media measurement
- Eg., Bounce-back coupons
Choice of methods based on the overall sponsorship objectives and
cost. Most affordable are usually sales measurement and surveys.
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?
Measuring The Strength of Properties Example
Looking at the various passion levels for several properties with weighted results – estimates against the total adult
population. Example from with three main competitors sponsoring different properties. Survey data allows us to talk about
the passion for each property. This is the value of properties.
Event Sponsored Fun Run Music Tour F1 Grand Prix Dance Festival Fringe Festival
Pop. Pop. Pop. Pop. Pop.
% % % % %
Project. Project. Project. Project. Project.
Fanatic - - 1% 48k 1% 48k - - - -
Great Fan 1% 48k 1% 48k 2% 97k 2% 97k - -
Spectator 1% 48k 3% 145k 8% 387k 4% 194k 1% 48k
Passive Enthusiast 3% 145k 7% 339k 14% 677k 3% 145k 1% 48k
Disinterested 8% 387k 22% 1,065k 55% 2,661k 21% 1,016k 5% 242k
Unaware 87% 4,210k 67% 3,242k 20% 968k 70% 3,387k 93% 4,500k
Conversion Rate : Conversion Rate : Conversion Rate : Conversion Rate : Conversion Rate :
8% 6% 4% 7% 0%
Passionates 1% 48k 2% 97k 3% 145k 2% 97k - -
Event Awareness 13% 629k 34% 1645k 80% 3871k 30% 1452k 7% 339k
Conversion Rate is the proportion of Passionates among those who are aware of the event.
Please indicate whether you have HEARD of the following events?
Please indicate whether you have an INTEREST in the following events?
Please indicate whether you would MAKE AN EFFORT TO GO to the following events?
Please indicate whether you WOULD CONSIDER YOURSELF A GREAT FAN of the following events?
Please indicate whether you WOULD BE DEVASTATED WITHOUT any of the following events?
Base: Total Population: 4.839M
Improvements in Sponsor Purchase Intent are often also
directly related to Passion for the Sponsored Property…
Sponsor Unaware Sponsor Aware
9 8 8.2
8 7.1 7.2
6.7 6.4 6.8
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.
1 6 10
Sponsor Sponsor Unaware
Disinterested For Growing Bodies
European TV Sponsorship ROI Example
TV sponsorship for women’s deodorant
To increase brand penetration (Additional 5 million users)
- Survey reveals an additional 7,162,000 product trials
- Sponsorship themed products tracked with unique sales codes sales 240%
higher than non-themed
To communicate invisible protection (deodorant).
- Image ratings showed significant improvements based on survey data
To encourage trial and switching from other brands
- 84% of trial from source of business competitors brands
Arts Sponsorship ROI Example – Use of On-line Survey
European Music Event Sponsorship ROI Example
Music Event Sponsorship in Russia – FMCG Company
Increase brand preference
- Trial, Occasional, Substitute brand (This is the language the sponsor used for
marketing performance so it is already accepted as a good performance
measure to use)
Examine ‘multiplier effect’ of increased reach beyond the
immediate event audience
- 2,500 at event x 16 (Multiplier effect) = 40,000 consumers touched from the event
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
Margin of error (4%) at 95%CI statistically significant
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.
Sponsorship Research Specialist
Visit www.sponsormap.com for more details.