An introduction to sponsorship research and measuring sponsorship ROI.

1. Webinar Series

2. About SponsorMap™
A market research tool developed to better measure the impact of

sponsorship.
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.

3. Growth in Sponsorship Slowing
Major focus on measurement at present.

4. Sponsorship has Grown Faster Than Advertising and Sales
Promotion

5. Accountability is the Mantra Today

6. Accountability for Sponsorship Investments
ING ends Formula One
sponsorship
Public opinion ends Wells
Fargo golf sponsorship
UBS to end Hong Kong golf sponsorship
Bank of America Defends Sponsorship Deals
RBS cuts back sports sponsorship

7. Traditional Sponsorship Metrics Need Revision

8. The Sponsorship Quandary….

9. The Context of the Sponsor and Property Relationship

10. For Sponsors…
The purpose of sponsorship research is to:
 Make better strategic sponsorship decisions
 Invest in properties that will deliver against objectives
 Achieve sales, financial and non-financial targets
 Refine and improve activation mechanics to drive response
 Negotiate great rights acquisition fees and set activation budgets
 Deliver long-term brand equity and value

11. For Properties or Rights Holders…
For rights holders too there are important benefits from sponsorship
measurement and evaluation.
 Justify healthy rights fees
 Better understand and work with brand sponsors
 Expand the pool of brands who can use sponsorship effectively
 Successfully renew sponsorship partnerships
 Properties that can show they deliver for brands will continue to
be successful at attracting sponsors

12. The Sponsorship ROI challenge is also the
Marketing ROI Challenge

13. Defining Marketing ROI (Return on Investment)
Global corporations do not have an
quot;industry-wide standardquot; in their
respective sectors. Most of them seem
to measure marketing ROI in diverse
ways, some of them strikingly similar…
September Issue 2004
Chief Marketing Officer Magazine
in an article titled ‘Metrics Revolution”

14. Sponsorship ROI Needs to be Measured Against Business
Goals to Establish its Value
Unless you can demonstrate the potential
value of the property in delivering against
your brand and business objectives, why
would a marketing director look at it and
spend millions of on it? It is no different
from any other marketing activity.

15. Sponsorship Cycle
Sponsorship objectives and measurement
must be aligned with the sponsor’s own
brand and communication objectives and
the overall strategic plan.
Strategy and
Operation Plan
Updated

16. Typical Sponsorship Objectives

17. Typical Sponsorship Objectives (Example 1)
TV sponsorship for women’s deodorant
To increase brand penetration (Additional 5 million users)
1
To build brand awareness focusing on credentials of
2
protection and care
To encourage trial and switching from other brands
3
To communicate invisible protection (deodorant).
4

18. Typical Sponsorship Objectives (Example 2)
Music sponsorship (Mobile phone sponsor)
To achieve high levels of awareness for brand A
1
To provide a significant increase in brand preference for
2
brand A
To enhance brand A’s image attributes
3
To create a unique brand experience
4

19. Typical Sponsorship Objectives (Example 3)
Golf Sponsorship
The objectives of the sponsorship are to deliver for the Brand:
1 High-quality brand awareness
2 Increase customer loyalty
3 Improvement in attitudes and reputation.
This evaluation involves measurement of event sponsorship using
several metrics from different sources to measure these sponsorship
objectives

20. Sponsorship Theory Impacts on How We Measure

21. Understanding Sponsorship
Sponsorship is a dynamic three-way relationship.
•
Sponsor
Property Customer
Sponsorship works through harnessing the emotional connection between a
•
property and its audience and converting this into a desired response for a
sponsor.
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.

22. Understanding Sponsorship
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.

23. Understanding Sponsorship….
In order to apply an effective sponsorship evaluation methodology, it is important to be clear what such
•
methodology should be measuring. (Our SponsorMap™ approach is based on a framework for
understanding the impact of sponsorship on attitude and behavioural change). A useful model for
understanding the components of sponsorship effectivenesss is based on the foundations of Heider’s
Balance Theory and the recent research from the Advertising Research Foundation.
People move through five key stages as they move from initial exposure to a sponsorship towards a
•
behavioural change as a result of the sponsorship experience. These are:
– Attention: The point of sponsor exposure to an audience whilst the audience is enjoying an
event/property.
– Understanding: The levels to which people are able to recall sponsors of an event/property.
– Engagement: The passion an audience has for an event/property.
– Appreciation: the gratitude or appreciation people may feel towards sponsors for the sponsors
involvement with an event/property.
– Commitment: The change in attitudes or behavior people may feel towards a sponsor/brand that
is a direct result of the sponsorship.

24. Measuring Attention (Exposure)

25. Media Measurement of Sponsor Logos (TV)
Logo presence is 50% greater at
this venue.
Analysis of exposure for the Bank of Scotland.
Various systems available, all measuring signage.

26. Media Measurement of Sponsor Logos (TV)
After
Before
Exposure analysis can assist in driving sponsor recall
and there are good solutions available.

27. Online Discussion Analysis of Exposure & Blogging
This is an example of on-line monitoring from Cymfony, a TNS company. They conducted an
analysis of online discussion focusing on the favorability and key characteristics of the event and
players as they relate to the sponsors. Coverage quality components such as brand prominence,
title mention, message penetration and tonality were weighted and combined with Reach (% of
stature list publications) to get the benchmark Verismo Score. Online monitoring is highly
beneficial.
Sponsorship Volume at a Glance (Dec 1 -
Dec 28, 2008)
1,551 articles
Total PR Coverage
Volume*
Total Social Media 415 posts
Volume
Sponsors Tracked Sponsor A
Sponsor B
Sponsor C
Sponsor D
Etc.
27

28. Measurements of Exposure are Measures of Inputs NOT
Return on Investment at ALL.
Weak amongst Strong amongst
Adoption Index
Early Adopters Early Adopters

29. Measuring Understanding (Sponsor Recall)

30. Unaided Awareness of Sponsors
An example of the survey research to determine sponsor recall.
Top of Mind Total Unaided
SPONSOR
Sponsor
Bank of America
Bank of America Nike
Buick
American Express
American Express
FedEx
FedEx
Sony
Accenture
Dole
Accenture
Pepsi
Target
Coca Cola/Coke Capital One
Citibank
Citibank
Coca Cola/Coke
Pepsi
Miscellaneous
Miscellaneous
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?

31. Sponsor Recall is Important but Not an End to Itself

32. Increasing Sponsorship Recall is not Always Best
There are natural limits on sponsor recall as an objective for sponsors.

33. Measuring Engagement (Passion)

34. Not All Properties are Equal for Sponsors
The level of engagement (passion) depends on audience and property type. This is a
simple example from the US with a specific sample. The impact of a sponsorship for a
sponsor is higher with properties that have higher levels of engagement. This depends Base: n=351
on target audience a great deal.

35. Not All Properties are Equal for Sponsors…
Some properties have a strong base of fans (“Passionates”) whilst others can have a less strong support
base. Useful information to determine sponsorship impact.
Property Sponsor “Passionates”
Extreme sports Fashion 81%
F1 Team Telco 70%
Dance Party Tobacco 60%
Broadcast Telco 59%
Music Festival Telco 54%
Football Utility 54%
Horse Race Beer 53%
Football Finance 43%
Arts Utility 34%

36. Sponsorship Recall is Directly Related to Engagement…
Sponsor Prompted Recall (Vodafone)
Team Ferrari
Team Ferrari Passion
Break %
Unaware of Passive
Respondents
Base Property Disinterested Enthusiast Spectator Great Fan Fanatic
Base
Unweighted 673 77 337 52 101 43 63
Weighted 680 76 338 51 102 45 68
V Sponsor Team
Ferrari
Yes 25% 2% 16% 31% 34% 45% 60%
No 75% 98% 84% 69% 66% 55% 40%
Sponsor Recall is directly related to passion (engagement) therefore traditional aware vs.unaware results
can be misleading unless passion is included. (Example from Advertising Festival Case Study 2005)

37. Improvements in Sponsor Purchase Intent are often also
directly related to Passion for the Sponsored Property…
Sponsor Unaware Sponsor Aware
PASSION
10
Purchase Intent
8.2
9 8
7.6
8 7.2
7.1
6.8
6.7 6.4
7
6
5
4
3
2
1
Disinterested
Enthusiast
Ambivalent
Unaware
Spectator
Great Fan
Fanatic
UnAware
Property
Sponsor
Passive

38. Measuring Engagement (Appreciation)

39. Brand Advocacy also has a Strong Relationship to Sponsor
Gratitude/Appreciation)
Sponsor Unaware Sponsor Aware
GRATITUDE
9.2
10
8.3
9
Brand Advocacy
8
6.4
7 6.1
5.6
6 5.2
5
4
3
2
1
No Gratitude
Ambivalent
Delighted
UnAware
Appreciatiive
Thankful
Sponsor
Very

40. Gratitude Index Ratings - Benchmarks (Categories))
Sponsor appreciation generally depends on the level of activation and also the type of sponsored property.
Property Sponsor “Gratefuls”
Arts Utility 74%
F1 Team Telco 61%
Dance Party Tobacco 53%
Music Festival Telco 52%
Extreme Fashion 52%
sports
Horse Race Beer 47%
Broadcast Telco 38%
Football Finance 24%
Football Utility 12%

41. Measuring Commitment (Brand Response)

42. 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.

43. 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. ✔
*
+13
*
%
+6%
+4
%
Base: n=300 Source of
* statistically significant
Margin of error (4%) at 95%CI Business

44. Brand Attribution through Sponsorship

45. 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.
6
1 10
UnAware
Sponsor Unaware
Sponsor
6.1
Unaware
Property
Healthy
5.8
For Growing Bodies
Disinterested
5.5
PAASION
Ambivalent
5.9
Passive
Sponsor Aware
Enthusiast
6
Spectator
5.9
Great Fan
7.1
Fanatic
8.1

47. ROI Based on Financial Valuations Needs Lots of Data

48. Last Brand Purchased and Estimate of Increased Spend with
Sponsor
Sponsor purchases increased by 3% points post-event.
Last Brand Purchased Increased Spend
Avg. Spend
with Sponsor
$41.52 At 3% point increment
in last purchased brand
from the event would
Pre-Event result in $622,000
additional sales from
sponsor outlets per
Total Event retail outlet visit
Audience
3,000
At the Venue
Post-Event
497,000
Media Audience
Note: Calculation is based on total
audience (reach measurement from in
conjunction with pre and post survey
information from the fan survey.
Base: Total Asked (n=500)
Prefanq8/Q17. Thinking about the last time you purchased X, what brand or company did you use?

49. Discussion

50. Thank-you
Nicholas Cameron
Sponsorship Research Specialist
Nicholas.Cameron@sponsormap.com
Resources: Free Monthly Webinars on Sponsorship Measurement
Visit www.sponsormap.com for more details.