Sponsorship works differently from advertising and researchers need to rethink the basic premise of what they should be measuring. Insight specialists need to stop trying to rely solely on sponsorship awareness to explain brand shift. Instead they need to include additional sponsorship-based metrics such as passion, appreciation and liking.
Sponsorship accounted for $17.2 billion of marketing expenditure in North America in 2010, a 3.4 percent increase from the previous year. More than 70 major U.S. companies are each investing more than $15 million per year in sponsorship deals alone. As more brands increase their investment in sponsorship, some key questions about how sponsorship works and how it can more effectively be measured remain.
The full article is published at Quirk’s Market Research Review.