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Sponsorship evaluation research

Has the money and resources spent on promoting a sponsorship produced the results you wanted? Find out with our sponsorship evaluation market research.

Our approach

Sponsorship can be an extremely rewarding and valuable form of marketing. However, its effectiveness can be exceptionally difficult to measure without expert support. How do you attribute increased brand awareness, track perceptions and influences, or evaluate brand fit for diverse campaigns?

Our sponsorship evaluation research can monitor and measure the impact on brand awareness, brand image, and audience behaviour across any platform. That includes TV, radio, online, social media, or live events. Sponsorship analysis delivers the ROI evidence needed to validate campaign value, optimise brand fit and messaging, improve reach, and satisfy your key stakeholders.

Sponsorship monitoring is crucial to measure campaign effectiveness and discover how to maximise the success of a strategic partnership. Whether it’s a single or a multi-channel campaign, we’re here to help you track impact through sponsorship research.

How it works

At the core of our bespoke sponsorship study research is a tried-and-tested framework we’ve developed, based on extensive experience.

Step-by-step, here’s how it’s done:

01

We’ll design the research around your goals and challenges. We’ll collaborate with key stakeholders to ensure our insights and recommendations give you what you need.

02

Get answers to your key questions, as we use a wide range of behavioural and analytical research techniques. We look at whether there’s a good partnership synergy and fit, if the sponsorship cuts through the noise and conveys key messages, and the impact on awareness, perceptions, and consumer behaviour.

03

Measure how campaign performance metrics compare to the competition. Using our benchmarking database, we can show you results broken down by sponsorship brand sector, channel, genre, and programme.

Research benefits

Benchmarking performance

How has your sponsorship performed overall and how does it compare with the competition? Our vast database provides relative benchmarks at a category, strand or channel level.

Measuring impact

Which channels are the most effective in achieving your goals? Identify the impact each platform has on brand metrics like awareness, warmth or purchase intent to better inform decisions.

Guiding your future strategy

Understand how sponsorship has influenced sales. Use the results to evaluate campaign effectiveness, drive the strategy, and capitalise on the untapped potential of strategic partnerships.

Research methods

Campaign evaluation

Content testing

Creative development & testing

Digital ad performance (DAP)

Media strategy

Communication effectiveness

Case studies

Sky MediaOptimising advertisement engagement

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FREE NOWCampaign evaluation

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“The biometric research allowed us to go beyond scene-by-scene engagement to truly uncover key differences in relevancy and effectiveness of the two films to measure emotional connection and deeper engagement. We were delighted to be a partner in this UK “first” in advertising research.”

Volvo Georgina Williams, Head of Marketing

“This use of campaign optimiser (to understand the contribution of the different media channels) was a real eye-opener for us. Now we had evidence on how these creative campaigns - aimed at hard-to-reach audiences - were working (and working well). This has ensured the debrief has a life beyond the original partnership. Overall, it was a great piece of work, which has had real impact in the business – thank you.”

EE Dan Hayes
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If you’d like to speak with one of our experts right now, please call: +44 (0) 20 7632 3434

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