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Sponsorship analytics and insight


Independent Studies

Study:

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.

Full List of Independent Studies


United States Studies

BP Oil Spill Ramifications
consumer attitudes to the oil giant and its marketing

Sponsorship Decision-Makers Survey
The latest report.

Big Three Still Dominate
Study of Olympic sponsorship at Vancouver 2010

Times Square Advertising: Is it over-the-top or top-of-mind? (2002)
A look at how visitors connect to the commercial clutter of Times Square.

At the Olympics, Less May Be More
Study of Olympic sponsorship at Sydney 2000

Americans Welcome Return of Formula 1
Study of sponsorship at the 2000 Indianapolis US Formula One Grand Prix

Log-Ons and Sponsors and Boats, Oh My!
America’s Cup (2000)

Viagra and Lycos Outperform First Year Sponsors to NASCAR
Research at the 2000 Daytona 500

Sponsors Still Live Dream Despite Scandal Nightmare
Consumer attitudes to the Olympics following Salt Lake City Scandal (1999)

NASCAR Fans Say “Welcome Back” to the Dodge Boys!
NASCAR Winston 500 (1999)

Picture This: “The Official Sports Drink of the …….. Symphony?”
Consumer attitudes toward corporate sponsorship of the arts (1997)

Naming Rights, Naming Wrongs
Consumer reaction to sponsorship of arenas and stadiums (1997)

Extreme Games, Commercialism Taken Too Far?
ESPN X-Games audience study (1996)

Watch Out For The Ambush 1996
Study of Olympic sponsorship (Atlanta)

America loses the Cup, but sponsors win over the fans…
America’s Cup sponsorship (1995)

Winners and Whiners
Indy Car Study (1994)

Loyal NASCAR Fans Please Stand Up
Racestat: a comprehensive analysis of the NASCAR audience (1994)

Olympics, What Olympics? Sponsors, What Sponsors
1994 study of Olympic sponsorship (Lillehammer)

AT&T Win Official Race With Sprint
1992 study of Olympic sponsorship (Barcelona)

Winter Olympic Viewers “Can’t Beat the Feeling”
1992 study of Olympic sponsorship (Albertville)

Europe Studies

The Wild, Wild East? Sponsorship in Poland
Study explores attitudes to corporate sponsorship among Poles.

Why Do American Formula One Fans Value Sponsors?
Compares and contrasts opinions of visitors to both the 2000 US and 2000 British Formula One Grand Prix.

HOWZAT!! For Sponsorship
UK cricket sponsorship – beyond awareness (2000)

British Football Fans Can’t Recall Euro 2000 Sponsors
Research into sponsorship effectiveness at Euro 2000

Caution Flags Fly as CART Set for New Arrival
Attitudes of F1 racing fans to the introduction of US motorsports in Britain (2000)

Sponsor Loyalty Left by Roadside
Research at the 2000 British F1 Grand Prix

Sponsors Find Home in Dome
Millennium Dome sponsorship awareness study (2000)

Naming Rights, Naming Wrongs
Consumer reaction to sponsorship of arenas and stadiums (1999)

American Companies Welcome As Smoke Clears From F1
Research among European Formula 1 Grand Prix 1999

Rugby World Cup Findings Are Black And White
Research at the Rugby World Cup 1999