2004 IEG/Performance Research Survey
Reveals What Sponsors Want

The Fourth Annual IEG/Performance Research Sponsorship Decision-Makers Survey Shows Sponsors Are Earning Bigger Returns

The 2004 survey of 110 corporate marketers revealed that nearly half are seeing an increase in their ROI in comparison to the past few years.

However, despite increases in many sponsors' ROI, 2004 saw a decrease in corporate marketers' sponsorship activation spending, when compared to their spending on rights fees. Conservative spending seems to be the theme of 2004, with a considerable rise in the percentage of sponsors who indicate spending no additional money to promote their sponsorships beyond what is spent on rights fees and no additional spending in research and measurement.

Sponsors clearly still consider research to be an important part of maximizing their sponsorship dollars, however they are increasingly viewing research as an important service to be provided by properties. Sponsors are placing a higher value than ever before on access to property-provided research in general, and to research of audience loyalty to sponsors and audience buying habits in particular.

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IEG Sponsorship Report - March 12, 2007: Sponsorship Decision-makers Survey

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A total of 110 participants were contacted by Performance Research and asked to complete questionnaires about the sponsorship decision-making process. Respondents, who were screened to be sponsorship decision-makers, completed questionnaires in either hard copy or electronic format. Data collection was conducted in February of 2004.

Research objectives included, but were 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. The margin of error for this study is approximately m5%

This study conducted in conjunction with IEG, Inc.

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