Case study

What's the Value of a Major TV Awards Event Sponsorship?

Client/Situation

What’s the value of sponsoring an awards television event over buying single ads? A leading cable television network needed the answer. Did companies sponsoring the show with an integrated ad package benefit more than those purchasing single ads? Did the sponsorship impact brand metrics more?

Approach/Solution

This included obtaining pre-event, during-event and post-event “reads”; across mobile, in-person and online platforms. By integrating platforms and measuring across time periods we were able to understand both initial and longer term performance.

Results

Our client was able to quantitatively show their current and future advertisers that the show sponsorship package demonstrated a greater lift on recall, affinity, fit, and impact on future behavior when compared with individual ad purchases. Additionally, important insight was gained about the target audience that will deliver ongoing benefit to advertisers.

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