Post on 18-May-2015
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MAKING SPONSORSHIP PAY – HOW CAN WE HELP?The role of Research in Sponsorship as a Marketing Tool.
Prepared for: MediaCom Engage Conference
10 May 2012
Presented by: Richard Brinkman
Head of KantarSport
RESEARCH IN SPORT : WHAT IS IT GOOD FOR?IT MUST BE ACTIONABLE AND UNDERSTANDABLE
RESEARCH IN SPORT : WHY DO YOU WANT TO DO IT?YOU HAVE TO BE BRAVE
THE GLOBAL RECESSION HAS SEEN A SLOW DOWN IN MARKETING SPEND…
Source: GroupM – This Year, Next Year
Global Marketing Spend
…WHILST SPONSORSHIP REMAINS IN GOOD HEALTH
Source: GroupM – This Year, Next Year
Global Sponsorship Spend Up 88%
CONSUMERS WITH LESS CASH IN THEIR POCKETS ARE STAYING HOME AND WATCHING MORE TV AND MORE SPORT
Source: BARB/Infosys TV
Average Daily Hours of TV - UK
TV STILL LIES AT THE HEART OF MEDIA CONSUMPTION, BUT FOR HOW LONG?
Source: OFCOM CMR 2010
Daily Reach of Devices - UK
57% of mobile phone use takes place concurrently with other media activity and 62% for computer use
LET’S NOT WRITE OFF TRADITIONAL MEDIA JUST YET
More people read newspapers than are connected to the web
Total newspaper readership 1,900,000,000 per day
540,000,000 newspapers sold every day
Global paid-for circulation up 1.3 % year-on-year, 8.8% over 5 years
Newspapers reach 41% more adults than the world wide web
Twitter used by 1.9% of UK population
TIME SHIFTED VIEWING MEANS IT IS HARDER THAN EVER TO REACH YOUR TARGET MARKET THROUGH TRADITIONAL MEANS – DOESN’T IT?
Source: BARB
Alongside the challenges already confronting brands is the growth in time shifted viewing.
The development of services such as TiVo and Sky + have further blunted the power of traditional TV advertising.
But Sport is less vulnerable to the effects of time shifted viewing, particularly live content.
15.1% of all viewing in Sky + homes is now time shifted. Sports content is amongst the least time shifted programming (particularly amongst highly rated programming).
16.7%14.5%
10.1% 9.9%7.5% 7% 6.9%
5.7% 5.6% 5.1%4.0%
Proportion of Coverage Time Shifted (Sep ‘11)
SO….CHALLENGING!!
Its difficult – Emotional into rational.
Its big – and getting bigger!
Its scary – Accountability and Planning
Its dynamic – changing and evolving
Its increasingly global
Its 2-paced – traditional media driven but experienced live and in real time too
SO….IT’S A BIT OF AN ANIMAL!!
WHAT TO DO ? DEPENDS ON WHAT YOU WANT OUT BUT DON’T….
KEEP IT SIMPLEADAPT TO YOUR OBJECTIVES
• TV, Press, Online Monitoring • SportsI – Advanced image recognition brand exposure monitoring• Advice and Recommendations to maximise exposure
• Viewing trends• Global comparisons• Analysis of sport vs.. other content• InfoSys
•Sportscope: continuously tracking sports properties followed• Impact of sponsorship• Media touch points• Multi country
• Specific event based studies – i.e. Olympics• Market size and structure• Market segmentation • Usage and attitude • NPD and pricing research
• TGI – Lifestyle, products, media plan• TRI*M – Hospitality and spectator experience• BGI – the “equity” in a sport, how attached are people• NeedScope – matching values, assessing “fit”
Media Output
Consumer Outcomes
Commercial Sport Programmes
Multimedia Monitoring & Evaluation
AudienceAnalysis
Syndicated tracking surveys
Custom Market
Research
Specialist Techniques &
Tools
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What is the ROI?
How can we make it work harder?
What attitudes and behaviours are we driving?
What’s the media value for what we got?
What should we pay?
What should we sponsor?
FUNDAMENTAL MODEL OF OBJECTIVESWHO SHOULD DO WHAT?
KantarSport
THE THORNY ISSUE OF MEDIA VALUECONSISTENCY ACROSS TV, PRESS & ONLINE
IT IS BECOMING MORE IMPORTANT NOT LESSEVERY PARTNERSHIP NEEDS NEGOTIATING
Consistent language understood functionally and globally
Useful for establishing KPIs
Informative around efficient implementation
Worthwhile part of the story (not the whole story)
Its about people not technology
Make sure its understandable, robust, variable minimal and actionable
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1TRACKING SPONSORSHIP IMPACT
SPORTSCOPE : CONSUMER TRACKING STUDYWHAT DOES IT DO? MORE THAN JUST A 500 PERSON AWARENESS SNAPSHOT
Profiles consumers who follow different sports. Segments fans based on their level of attachment to a sport.
Establishes levels of awareness generated from brands’ sports sponsorship and the affinity to those brands involved.
Tracks trends in sports consumption and spend throughout the year.
Facilitates comparisons between sports and competitive brands based on different target groups – a comparable measure between different activity.
Measures the equity that lies within individual sports, key competitions, clubs and individuals.
Enables governing bodies, rights owners and clubs to understand key metrics about their supporters.
Allows sponsors to see which sports, clubs and competitions can offer them the best ROI through understanding comparable awareness and disposition measures.
SPORTSCOPE : CONSUMER TRACKING STUDYHOW DOES IT DO IT?
A monthly on-line survey to a rolling panel of 1000 nationally representative adults.
Run in UK, France, Italy, Germany, Spain, USA, Russia, China, Brazil, Australia.
Core module asking about media consumption of sports, spend on sports and commitment to particular sports runs every month.
This is augmented by specific modules going into more depth about particular sports and brands within those sports on differing frequencies.
So there are 12 football modules, 3 F1 modules, 2 rugby, tennis, golf, horse-racing, skiing modules etc per year. Covering 20 sports in all.
More bespoke client questions and other sports (ie basketball) can be added at additional cost.
Additional countries can also easily be added at additional cost.
• Interaction with individual sports – watch, read, listen, play• Degree of commitment to each sport followed – segmentation • Where sport fits into leisure activities• Equity of each individual sport• Spend on leisure and sport’s share of wallet
• Age, Gender, Social Class• Region• Household size•Other demographics and lifestyle are available on request
• Sponsorship association with F1, trackside and teams (spontaneous & prompted)• Sponsor brand awareness, affinity, usage & consideration
• Importance of F1 amongst other Sports and MotorSports • Races interested in attendance / watching• Team / Driver followed • Detailed analysis about how people follow F1
SPORTSCOPEQUESTIONNAIRE FOR CORE & F1 MODULE
F1
Brands in F1
Demographics
Sport & Leisure
OUR APPROACH TO SPONSORSHIP MEASUREMENTANALYSIS: BRAND BEHAVIOUR
Movement through the impact funnel highlights the impact the sponsorship is having on a target.
12
25
60
25% of those aware of the sponsorship consider the brand
60% of those who consider are likely to buy
This can be visualized in a simple pyramid… few people aware, but impact on those few
is great.
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KantarSport
28
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IMPACT OF SPONSORSHIP BY BRANDAUDI AND NIKE CONVERTING A NICHE GROUP WHILE AON’S GREATER AWARENESS NOT YET TRANSLATING TO CONSIDERATION
Audi
55
Aware
Consider
Engage 75
AON
Nike AIG
Aware
Consider
Engage
Aware
Consider
Engage
Aware
Consider
Engage
Movement along the
impact chain determines the shape
and provides diagnostics
on the strengths & weaknesses
of your sponsorship
16
70
100
34
71
42
11
86
IMPACT OF SPONSORSHIP OVER TIMEAFTER THE TOURNAMENT THE PROPENSITY TO ENGAGE WITH THE COCA COLA WAS LOWER BUT THE CONSIDERATION SET WAS MUCH HIGHER
IMP
AC
T
TIME
During World Cup%
After World Cup%
Aware
Consider
Engage
60
25
12
40
60
86
38
92
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IMPACT OF SPONSORSHIP BY SEGMENTMOVEMENT ALONG THE IMPACT CHAIN CAN BE DIFFERENT DEPENDING ON YOUR COMMITMENT LEVEL, WHICH PROVIDES FURTHER DIAGNOSTICS ON THE STRENGTHS & WEAKNESSES OF YOUR SPONSORSHIP
IMP
AC
T
ATTACHMENT
Strongly Attached%
Attached %
Divided%
Unattached%
Aware
Consider
Engage
40
15
45
5
25
60
40
50
60
20
30
40
Example data only
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2COMBINED WITH THE POWER OF TGI
Source: Sportscope TGI 2011
UCL fans are 40% more likely to have a Blackberry
UEL fans are 25% more likely to have a games
console at home
UCL fans are 44% more likely to drink draught
lager (as against 33% for football
fans)
UEL fans are 17% more likely to drive a people
carrier
SPORTSCOPE TGIEXAMPLE INSIGHTS
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Golf fans are 29% more likely to have a bank
account with RBS
Horse racing fans are 27% less likely to have a bank
account with RBS
Golf fans are 54% more likely to earn over £50k per
year
Horse racing fans are 35% more likely to earn over
£50k per year
SPORTSCOPE TGIEXAMPLE INSIGHTS
Source: Sportscope TGI 2011
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SKIING IS A FAIRLY NICHE SPORT IN GB AND SUFFERS FROM A HIGH LEVEL OF COMPETITION FOR FAN ATTENTIONSKIING LANDSCAPE
5.5% of GB adults (2.6m adults)
follow skiingOn average skiing followers, follow
7.7 sports. Higher than the average
for all sports fans which is 3.3Skiing followers also follow:
Formula 1 (59%)Athletics (57%)Tennis (53%)Football (53%)
FOOTBALL FOLLOWING BY COMPETITIONTHREE QUARTERS OF FOOTBALL FANS FOLLOW THE UCL. WHEN USING TGI DATA UCL AND UEL WILL LARGELY REFLECT THE WIDER FOOTBALL FAN BASE . SPORTSCOPE TGI SEGMENTS FOLLOWERS BASED ON THEIR ATTACHMENT TO THE COMPETITION
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Source: TGI 2011
TGISportscope TGI UCL Followers
Source: Sportscope TGI 2011
PROFILE OF CARLING CUP FANSSPORTSCOPE TGI SEGMENTS FANS BASED ON ATTACHMENT TO THE COMPETITION ALLOWING MORE DETAILED ANALYSIS OF THE FANBASE
Attached Fans are the most desirable target for a sponsor partner
•More engaged with the sporting property
•Tune in to communications about the property
•More exposed to sponsors
•More affinity with sponsors and what they are trying to do
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KEY BRAND UPLIFTSSIGNIFICANT DIFFERENCE AMONGST ATTACHED CARLING CUP FANS
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3THE FUTURE
WHAT IS GOING TO HAPPEN?COLLABORATION THE KEY THEME
The industry gets the research it deserves – less than 1.5% of total sponsorship spend goes back into R&D.
Concentration on measuring what makes sponsorship attractive vs other media – ability to start a more personal and interesting dialogue.
Use of dual screen/media – online and social media behaviour driven by traditional media.
Online behaviour and habits, scale and proliferation of content grabbed and shared by individuals.
Getting the correct basis for your dialogue – “fit” – TNS NeedScope.
The live experience – stakeholder management tool such as TRI*M.
A less confrontational view between rights holders and brands – share costs.