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New ANA Research on Sponsorship and Event Marketing Measurement

November 14, 2013

By Bill Duggan, Group EVP, ANA

ANA has just released our survey research report titled “Sponsorship and Event Marketing Measurement.” A snapshot of key findings follows.

Most Companies Measure Return from Sponsorship and Event Marketing for All or Most Activities
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 the Ability to Measure ROI and ROO is Not Very High
While 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, a substantial percentage are dissatisfied (38 percent). Only 20 percent report being “completely” or “very” satisfied with the ability to measure ROI. The majority of marketers (68 percent) also report being at least somewhat satisfied with their ability to measure ROO (return on objectives) but a substantial percentage are dissatisfied (32 percent).

More Companies Have Dedicated Budgets for Sponsorship and/or Event Marketing 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. While the amount of the measurement budget as a percent of the amount spent to acquire the sponsorship rights is relatively low, the average percentage has gone up from 2.3 percent in 2010 to 5.0 percent in 2013.

Metrics Highly Used and Highly Valued for Measurement
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.

Having Partners to Help Measure Results Has is Important
Almost three-quarters of respondents feel it is “extremely” or “very” important for their sponsorship and/or event marketing partners to help in the measurement of the results of those initiatives. The top metrics desired from partners are: 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.

Enjoy the report!

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