At VMMTV we dispose of a specialized team for all non-spot advertising. For the sponsoring of all premium TVprograms, this team aims at connecting the advertiserʼsbrand, the programʼs brand and the viewer of theprogram. !
METHODOLOGY"The Sponsoring Impact Monitor Plus (SPIM+) is aresearch tool of VMMTV, executed by an independentresearch agency, InSites Consulting. "!As the name indicates, the impact of program sponsoring onthe brand is the object of the study. By means of an onlinepost test, 400 respondents between 18 and 54 year ﬁll in aquestionnaire. The sample is representative on age, socialclass and gender for the Flemish population.!!The impact on the brand is measured by comparing 200viewers with 200 non-viewers. We only report a resultwhen the difference between the two groups is statisticallyrelevant. Doing so, we can draw statistically justiﬁedconclusions for the whole population. !!When multiplying these 400 with our 15 cases we get to anumber of 6000 respondents who participated to thisstudy."
BRAND IMPACT"The impact is represented according to the ʻHierarchy ofeffects Modelʼ. !!Think refers to the brand awareness, feel to the brandimage, do to the purchase intention and talk to the amountof buzz.!
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!
RESULTS BRAND AWARENESS"In 14 cases (93%) sponsoring has a positive and signiﬁcant effect on brandawareness: !!! 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%. !
EXAMPLE "THE VOICE & SAMSUNG"Sponsoring by means of""! Billboards!! Functional integrations!! Online!! Mobile!
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. !
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.!!
RESULTS BRAND IMAGE"In 13 of the tested cases (87%) sponsoring causes a signiﬁcant, positiveincrease 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.!
EXAMPLE "SYTYCD & REXONA"Sponsoring by means of""! Billboards and overlays!! Integrations!! Preroll!! Branding of the homepage!! Mobile app!
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!
TALKABILITY"On average 46% of the viewers talk about a program after watchingit. 5% of the viewers also talk about the sponsor.!!For ʻThe Voice Van Vlaanderenʼ (4.250.660 viewers) this meansthat 212.533 people talked about Samsung after watching the show.!
PURCHASE INTENTION"In 5 of the 15 tested cases (33%) sponsoring brings about asigniﬁcant positive increase of on average 22% on the purchaseintention of the sponsoring brand.!!
EXAMPLE "IDOOL & TIC TAC"Sponsoring by means of""! Billboards!! Functional Integrations!! Online!
PURCHASE INTENTION"TIC TAC" +18%! Would deﬁnitely buy it! Would probably buy it! NON-VIEWERS VIEWERS
Soﬁe Rutgeerts"Advertising TV & Online Researcher!soﬁe.email@example.com!02.255.33.13!!Twitter: @research_vmmtv!Site: vmmtv.be/research!