Analyzing Sponsorship Impact with a Multi-Faceted Approach
A leading national insurance provider had invested in a title sponsorship of two major college sports tournaments. In each case, the sponsorship included in-arena signage, activities and supporting TV advertising. The client wanted to understand what impact, if any, this sponsorship had on viewer’s feelings about their brand overall.
Additionally, the client wanted to learn if one tournament did a better job building positive sentiment than the other, and why this may be the case.
We conducted on-site research to gain a true understanding of the impact among the attendees, or ‘those on the ground’. We sought to understand if they remembered the sponsors, participated in the client branded activities, and if it changed their feelings.
The National survey provided an additional layer that their previous supplier did not – layering on the broader impact of the sponsorship among the Gen Pop/’Fans’.
This allowed a benchmark for comparison and a deeper understanding of the potential broader impact outside the individual events, especially since there was some level of TV advertising beyond what was in the arenas.
The client was able to compare attendee sentiment at both tournaments and learn that the different levels of signage at each event may have played a role in the overall sponsorship awareness.
The National survey then provided a broader context that showed more TV support may be needed to truly move the needle among the Gen Pop/Fans.