Measure your sponsorship impact
Here's how we do it
SponsorPulse's State of Sponsorship Report highlighted that 66% of sponsorship professionals agree that demonstrating sponsorship value internally and measuring impact are the biggest challenges they face.
Traditionally, companies have used impressions and logo exposures as key metrics, but these don't guarantee consumer impact. So, how can brands effectively assess the consumer impact of their sponsorships?
The answer lies in measuring outcomes, focusing on key metrics that go beyond impressions:
Sponsorship awareness: Unaided and aided awareness of the sponsor, to identify if consumers recognize and associate the brand with the sponsorship.
Brand perceptions on key attributes: Measuring the positive, negative, or lack of change in how consumers feel about brands across key image attributes and values.
Purchase intent: Assessing if the sponsorship influences consumers' willingness and likelihood to purchase the brand's products or services.
Favorability: Assessing if the sponsorship influences consumers' preference for the brand.
Source of Impact: Identifying the assets and activations that are delivering brand impact.
Through these metrics, SponsorPulse provides brands, rightsholders, and agencies with invaluable insights into optimizing the performance of their sponsorships. You can also access our Benchmark Report that covers industry standards for delivering sponsorship impact.
Our team will be in touch to discuss your measurement needs shortly.
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