IEG/Performance Research Reveal What Sponsors
Every year, Performance Research conducts, along
with IEG LLC, its annual review of the state of the sponsorship
industry by interviewing corporate decision makers from around
the globe about their current and planned sponsorship spending
and activities. In addition we learn what is most important
to these key influencers with regard to determining the benefits
and services that are most important to companies when making
sponsorship decisions and estimating how companies are budgeting
for measurement and activation.
Recent research reveals there has been a shift
in ROI over the past few years.
Interestingly, while the industry is growing,
conservative spending still seems to be a consistent theme among
corporate marketers when it comes to sponsorship. And, resultantly,
fewer dollars are also invested into research and development
of new programs or ROI models.
But, sponsors still consider research to be an
important part of maximizing their sponsorship dollars, however,
they view research as one of the most important services to
be provided by properties, both in general and research of audience
loyalty to sponsors in particular.
To view the latest results:
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Over 100 respondents annually, who are screened
to be key corporate sponsorship decision-makers, complete questionnaires
in either hard copy or electronic format and the results are
revealed at the IEG Sponsorship Conference each March in Chicago.
Research objectives include, but are not limited to, determining
the benefits and services that are most important to companies
when making sponsorship decisions and estimating how companies
are budgeting for measurement and activation.
This study is conducted annually in conjunction with IEG, LLCc.