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BizReport : Advertising : April 11, 2013


Report: Viewers missing the sponsorship mark

A new report out this week indicates that advertisers aren't hitting all the right marks when they sponsor events. According to new data out from Selectable Media finds that viewers are, in many cases, identifying the wrong brands as sponsors of various events, a trend that means those sponsorship dollars are largely wasted.

by Kristina Knight

The report, out from Selectable Media, finds that while viewers are engaging with and remembering some sponsors for big events like the Summer 2012 Olympics and the recent March Madness tournament, many brands continue to fall through the cracks. For example, they note that during the Summer Olympics, many consumers realized Procter & Gamble were official sponsors of the event but didn't realize that Adidas was the official sponsor for the actual sports equipment. Many incorrectly identified Nike as the equipment sponsor.

Similar results were found during the 2013 March Madness tournament, when viewers identified Coke Zero as an official sponsor for the event. Great, since Coke Zero was a sponsor. Bad, since there were other official sponsors who weren't recognized.

"Coke Zero was a clear winner among March Madness sponsors. Forty-eight percent of those surveyed correctly identified the brand as an Official Sponsor," said Matt Minoff, CEO of Selectable Media. "Coke Zero has capitalized on its deep integration into the web and mobile live streams. With more than 36 million people watching games on digital devices, Coke Zero was able to stay top of mind for consumers throughout the tournament."

Selectable Media's new SelectableSurveys tool was used to obtain the results. The tool is another weapon for brands to use to ensure consumers are engaged with a brand. The survey tool runs across screens and offers brands insights into how a product or service is identified, to better segment an audience and to reach those targeted audience bases at scale.

Image via Shutterstock

Tags: ad sponsorship, brand sponsorship, event sponsorship, Selectable Media, sponsorship trends










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