EXPOSURE AND COLLATERAL BENEFITS
The target market for the sponsorship needs to be offered the opportunity to see the brand in context with the property. This is normally through some form of media.
Sports Marketing Surveys has developed technologies to measure brand exposure through TV, Print, Radio and Digital Media.
Sports Marketing Surveys evaluates brand exposure for specific events and properties and is also able to pre-test branding to help sponsors maximise their exposure in terms of positioning, wording, logos and colours.
- TV – We record in-house the majority of sports coverage in Europe and are able to record any specific coverage on a global basis. Our Mediatrak service provides us with transcripts of TV (and radio) coverage in key countries within 30 seconds of broadcast.
- Our brand image recognition system, Magellan, measures the quantitative seconds of exposure that a brand receives during a broadcast and we calculate an equivalent media value.
- We are also able to measure the QUALITY of exposure through our Visual Impact Methodology (VIM). Working with clients we are able to help them maximize their return from TV exposure and to provide a more rational media return value ($)
- Print – We analyse press cuttings to the client’s specifications and provide sponsorship and PR values for editorial and pictorial mentions.
- A qualitative analysis of cuttings is also undertaken in terms of key words, positive/negative comments and publication types.
- Radio – Our Mediatrak tool enables us to monitor radio coverage on key channels of events and sponsors. We provide clients with links to the coverage, transcripts and an estimated value.
- Digital – Sports Marketing Surveys has developed a number of methodologies to monitor digital media on-line and through mobile services. Our Webtrak service searches for key words enabling us to evaluate on-line mentions and exposure.
- Collateral Benefits – Inclusion within the evaluation of benefits received from other contractual inventory such as ambient (spectators), advertising rights, corporate hospitality, ticket branding etc.
There is no sport or country that we cannot cover. Our Formula One evaluation programme covers over 60 countries for all Grand Prix and we have worked on football, cricket, rugby union, rugby league, tennis, golf, horse racing to name a few as well as snow golf, husky racing and snowboarding.
For more information contact us.