A case study on evaluation the effectiveness of broadcast sponsorship.

1. Measuring Broadcast Sponsorship Effectiveness
A Case Study
Sunday, February 6, 2011

2. Sponsor Evaluation
Case Study - Broadcast Media Property
SponsorMap was applied for a broadcast media property. The property, was a leading youth TV show that was rating well with the 16-29 year old age
group. Whilst advertising revenue built around commercials was well established, sponsorship was providing a significant growth opportunity for the
network. The network wished to provide some evidence to existing and potential sponsors that investing as a broadcast sponsor was an effective
marketing investment that provided strong ROI and helped develop strong emotional bonds with this hard to reach market segment.
The key sponsorship deliverables for the project were as follows:
- To demonstrate the value of sponsorship to show sponsors
- To estimate the total fan base
- To demonstrate how the sponsorship investment assists sponsors own
marketing efforts for two key sponsors
Stage 1 - Sponsorship Engagement
Stage 2 - Sponsorship Deliverables - Results for individual sponsor
Market Analysis Reach & Engagement
Market Analysis
% Total
Sponsor Brand Metrics All Passionates Delighted Statistically
Total Market (16-29 age group) 6,322,000 Significant
Passion for Property 26% 1,617,720 6855600 1,617,720 486,560
(“Passionates”) PassionIndex
For people like me 17% 24% +21%
Prompted Recall of Sponsor 23% 1,431,060
Likely to purchase 11% 16% +25%
Recall Sponsor
Would recommend 27% 56% +21%
Delighted with Sponsor 34% 486,560
A modern brand 31% 41% +55%
(Gratitude Index)
Based on weighting the survey results to project the total The SponsorMap methodology allowed for individual sponsors to see how their investment is
market. delivering returns in terms of marketing results both in terms of reaching an audience as well as key
brand performance metrics.
Key conclusions:
- 1.6 million young adults very passionate for the TV show
- 1.4 recall the major sponsor of the TV show
- Nearly half a million delighted to see that the sponsor is
involved with the TV show
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3. Survey Methodology - Questionnaire
PPL/brand presence was from 2 brands,
the first a mobile phone brand and the Broadcast Property Viewers Control Group Non-viewers
second a fast food company.
n=500 n=500
The survey was designed to provide
measurement to both brand sponsors on
for their investment in the broadcast
Mobile phone ownership
property.
Mobile phone ownership Fast Food Consumption
Fast Food Consumption
Brand Shift
- For people like me
- Likely to buy
- Would recommend
An on-line survey of viewers and non- - A modern brand
viewers was conducted. Non-viewers were
used as a control group.
Sponsor/Brand Presence
SponsorMap Broadcast module was Recall
applied.
Passion Index
Gratitude Index
Sponsor Fit
.
Brand Shift
- For people like me
- Likely to buy
- Would recommend
- A modern brand
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4. Stage 1 - Reach and Engagement
Total Viewing Audience The total national viewing audience for this broadcast property is
7,360,000 7,360.000 adults aged 16-29.
Mobile Phone Owners Of these viewers we know that 6,322,000 are owners of a brand
of mobile phone. (We included a question on our survey on
6,322,000 mobile phone ownership)
Market Analysis Reach & Engagement
Of the mobile phone owners that are viewers, we know the following:
% Total
Total Market (16-29 age group) 6,322,000 Approximately 26% are Great Fans/Fanatics of the broadcast property
(PassionIndex). A total of 1,617,720 people.
Passion for Property 26% 1,617,720
(“Passionates”) PassionIndex 23% could recall the PPL/brand presence prompted in the survey which
23% 1,431,060 equates to 1,431,060 viewers after watching the video.
Prompted Recall of Sponsor
Recall Sponsor Of those that could recall the presence of the sponsor, 34% were
34% 486,560 delighted with their involvement (Very thankful & Would never forget -
Delighted with Sponsor
Gratitude Index) which equates to 486,560 potential mobile phone
(Gratitude Index) buyers.
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5. Stage 2 - Sponsorship Deliverables Mobile Phone Owners Viewers
6,322,000
The survey results demonstrate the effectiveness of the brand
Likely to Purchase % presence/PPL.
The purchase intention for the sponsor’s brand of mobile phone
is higher with viewers compared to the control group (non-
viewers).
Passionate Viewers 16 +9%
This demonstrates that the PPL activity has added value for the
sponsor.
Delighted Viewers 25 +18% - 16% of passionate viewers vs 7% non-viewers
- 25% Delighted viewers vs 7% non-viewers
- 11% viewers vs 7% non-viewers
Viewers 11 +4%
Market Analysis
Non-Viewers 7 Sponsor Brand Metrics Non-
Viewers
All Viewers Passionates Delighted Statistically
Significant
6855600 1,617,720 486,560
0 7.5 15 22.5 30
Likely to purchase 7% 11% 16% 25%
Sponsor/Brand Fit % Difference (from control) +4%
+274224
+9%
+145595
18%
+87580
Like it very much 29
The brand metrics, in this case likely to purchase
Like it a little 45 demonstrate a positive shift in purchase intent equating
to:
The survey indicated that
Neither 24 there was a strong level of + 270,000 viewers
+145,000 passionate fans
brand fit between the
mobile phone company +87,600 delighted viewers
Don’t like it very much 3 and the broadcast
These are all more likely to purchase the sponsors
property.
mobile phone due to the investment.
Don’t like it at all 2
0 12.5 25 37.5 50
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6. SponsorMap Clients, Market Coverage & Testimonials
Global Sponsors
"SponsorMap™ is an excellent tool for measuring the effectiveness and
value of sponsorship. I believe it is a great improvement over traditional
sponsorship awareness measures, giving us deeper insights into how we SponsorMap is also licensed to the
enhance the experience for our customers."
worldʼs largest market research agency.
Heba Habashy Market Research Manager, Vodafone
SponsorMap has been used in more than 26
countries and is available in more than 80 today.
Australia United Kingdom
New Zealand Switzerland
China Russia
Taiwan France
Malaysia Greece
Germany Romania
Philippines Turkey
India Singapore
Indonesia United Arab Emirates
Hong Kong Canada
Thailand Vietnam
United States
Sunday, February 6, 2011

7. Further Details
Contact Us
SponsorMap is available in more than 80 countries across the globe.
To speak to us directly call and leave a voicemail on our on
North America +1 (917) 675-3403
Europe +44 (0) 203286 6174
Otherwise email info@sponsormap.com
Resources
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Sunday, February 6, 2011