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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.
Growth in Sponsorship Slowing

Major focus on measurement at present.

Sponsorship has Grown Faster Than Advertising and Sales
Promotion
Accountability is the Mantra Today
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

Traditional Sponsorship Metrics Need Revision
The Sponsorship Quandary….
The Context of the Sponsor and Property Relationship
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

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
The Sponsorship ROI challenge is also the
Marketing ROI Challenge
Defining Marketing ROI (Return on Investment)

Global corporations do not have an

"industry-wide standard" 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”
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.
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
Typical Sponsorship Objectives
Typical Sponsorship Objectives (Example 1)

TV sponsorship for women’s deodorant

1  To increase brand penetration (Additional 5 million users)

2  To build brand awareness focusing on credentials of

protection and care

3  To encourage trial and switching from other brands

4  To communicate invisible protection (deodorant).

Typical Sponsorship Objectives (Example 2)

Music sponsorship (Mobile phone sponsor)

1  To achieve high levels of awareness for brand A

2  To provide a significant increase in brand preference for

brand A

3  To enhance brand A’s image attributes

4  To create a unique brand experience

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
Sponsorship Theory Impacts on How We Measure
 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.
 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.

 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.
Measuring Attention (Exposure)
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.
Media Measurement of Sponsor Logos (TV)

After
Before

Exposure analysis can assist in driving sponsor recall

and there are good solutions available.
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)
Total PR Coverage 1,551 articles
Volume*
Total Social Media 415 posts
Volume
Sponsors Tracked Sponsor A
Sponsor B
Sponsor C
Sponsor D
Etc.

27
Measurements of Exposure are Measures of Inputs NOT
Return on Investment at ALL.

Weak amongst Strong amongst

Early Adopters Adoption Index Early Adopters
Measuring Understanding (Sponsor Recall)
 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
Miscellaneous Pepsi
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?
Sponsor Recall is Important but Not an End to Itself
Increasing Sponsorship Recall is not Always Best

There are natural limits on sponsor recall as an objective for sponsors.

Measuring Engagement (Passion)
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.
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%
Sponsorship Recall is Directly Related to Engagement…

Sponsor Prompted Recall (Vodafone)

Team Ferrari
Team Ferrari Passion
Break %
Respondents Unaware of Passive
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)
Improvements in Sponsor Purchase Intent are often also
directly related to Passion for the Sponsored Property…

Sponsor Unaware Sponsor Aware

PASSION
10
Purchase Intent

9 8 8.2
7.6
8 6.8 7.1 7.2
6.7 6.4
7
6
5
4
3
2
1
Disinterested

Enthusiast
Ambivalent
Unaware

Spectator

Great Fan

Fanatic
UnAware

Property
Sponsor

Passive
Measuring Engagement (Appreciation)
Brand Advocacy also has a Strong Relationship to Sponsor
Gratitude/Appreciation)

Sponsor Unaware Sponsor Aware

GRATITUDE
10 9.2
9 8.3
Brand Advocacy

8
7 6.1 6.4
5.6
6 5.2
5
4
3
2
1
No Gratitude

Ambivalent
UnAware

Appreciatiive

Thankful

Delighted
Sponsor

Very
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%
Measuring Commitment (Brand Response)
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. ✔

*+13
%
+6%
*
+4
%

* Base: n=300 Source of

Margin of error (4%) at 95%CI statistically significant
Business
Brand Attribution through Sponsorship
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
UnAware
Sponsor Sponsor Unaware

Unaware
6.1
Property
Healthy
5.8
Disinterested For Growing Bodies
5.5

PAASION
Ambivalent

Passive
5.9
Sponsor Aware
Enthusiast
6
Spectator
5.9
Great Fan
7.1
Fanatic
8.1
ROI Based on Financial Valuations Needs Lots of Data
 Last Brand Purchased and Estimate of Increased Spend with
Sponsor
Sponsor purchases increased by 3% points post-event.

Last Brand Purchased Avg. Spend Increased 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

At the Venue 3,000

Post-Event

Media Audience 497,000

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?
Discussion
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.