Survey of sponsorship decision makers leads to 9 evaluation categories, new tool
A survey of 300 sponsorship decision makers, by Dallas-based Omicom agency, The Marketing Arm, is the foundation for a new product called the Sports Property Index which aims to help brands more objectively evaluate sports properties across nine different attributes that were deemed most important. The data used to evaluate properties across these attributes was initially seeded into the database by evaluations of each property with US or Canadian consumers. Updates to the data will be made from similarly structured quarterly surveys with consumers.
The nine categories measured are awareness, avidity, appeal, breakthrough, endorsement, excitement, influence, trendsetter and trust.
"Historically, our industry has relied heavily on speculation and assumptions when making sponsor...