IEG/Performance Research Reveal What Sponsors Want

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.