Survey Says Sponsors Want More Help With Measurement

The Association of National Advertisers (ANA) has released the findings from its latest survey titled “Sponsorship and Event Marketing Measurement” and the results indicate that nearly 75% of sponsors feel it is “extremely” or “very” important for their marketing partners to help with measurement. The top metrics desired from partners include: audience research on propensity to purchase/loyalty/behavior toward sponsors, audience demographics, audience research on attitudes toward sponsors, and audience research on sponsor recognition/recall.

Here are some additional findings from the ANA's 2nd survey of sponsors...

Most Companies Measure Return

Most respondents (68 percent) measure all or most of their sponsorship and event marketing activities, while 32 percent measure about half or less.

Satisfaction with Measurement Tools is Not Very High

The majority (62 percent) of marketers report being at least somewhat satisfied with their firms’ ability to measure ROI (return on investment) for sponsorship and event marketing initiatives, but 38 percent report being dissatisfied. The results are somewhat more encouraging for ROO (return on objectives) with 68 percent being at least somewhat satisfied with their ability to measure ROO.

More Companies Dedicating Budget To Measurement

Sixty percent of respondents claim that their companies have a dedicated budget for sponsorship and/or event marketing measurement, up from 40 percent in 2010. The amount of the measurement budget as a percent of the amount spent on sponsorship rights is 5 percent.

Most Used Metrics

The metrics that are both highly used and highly valued for measuring return of sponsorship and/or event marketing (meaning both noted by at least 50 percent of respondents) are: amount of media exposure generated, social media, awareness of brand, awareness of company’s/brand’s sponsorship, attitudes towards brand, and lead generation.