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Case Studies World Cup 2010 Sponsorship Effectiveness: ESPN XP Cross-Platform Research
The World Cup, known as the World Championship Soccer 2010 in the US is the world’s biggest sporting event. Pointlogic helped ESPN to pull together a massive evaluation program for its sponsorship offers around the event. The research supporting it was diverse and this article is in part about the results of the program, but also offers insights into the techniques needed when pulling together evaluation programs with multiple inputs. For ESPN, it was not enough just to generate insights, they wanted to be able to help those insights come to life in a planning tool.
ESPN is an American cable television network dedicated to broadcasting and producing sports-related programming 24 hours a day. Ten different brands participated in sponsoring the World Cup 2010 within ESPN’s media platforms. Various kinds of research were done during the broadcasting period.
ESPN tracked the effectiveness of sponsorship by 10 major brands: Sony, Adidas, AT&T, Budweiser, Bud Light, Cisco, EA Sports, Hyundai, Powerade and Nike. They conducted various surveys with the companies such as:
* an effectiveness study with OTX for Sony, Adidas and AT&T measuring sponsorship awareness, affinity and purchase intent;
* an effectiveness study with Knowledge Networks for all brands measuring brand awareness, sponsorship awareness, slogan recall, slogan attribution, consideration and purchase intent;
* TV and online audience measurement with Nielsen for Sony, Adidas and AT&T measuring exposures for 46,000 respondents in a fused TV and online dataset;
* a WOM tracking study by Keller Fay for all brands measuring the amount of WOM.
Sponsorship by these brands was delivered through TV (in-match, commercial breaks, etc), radio, magazine (ESPN magazine), mobile internet, and online (video, banners and homepage roadblocks).
Pointlogic were tasked with combining these different research findings and determining sponsorship effects for the media sponsors and translating these effects via a user-friendly tool that allowed advertising budget allocations to be optimised. We happily took on this challenge and worked with all of the different research providers to align the data and integrate it into Pointlogic’s Chorus platform.
Case Studies World Cup 2010 Sponsorship Effectiveness: ESPN XP Cross-Platform Research
World Cup 2010 Sponsorship Effectiveness: ESPN XP Cross-Platform Research
The World Cup, known as the World Championship Soccer 2010 in the US is the world’s biggest sporting event. Pointlogic helped ESPN to pull together a massive evaluation program for its sponsorship offers around the event. The research supporting it was diverse and this article is in part about the results of the program, but also offers insights into the techniques needed when pulling together evaluation programs with multiple inputs. For ESPN, it was not enough just to generate insights, they wanted to be able to help those insights come to life in a planning tool.
ESPN is an American cable television network dedicated to broadcasting and producing sports-related programming 24 hours a day. Ten different brands participated in sponsoring the World Cup 2010 within ESPN’s media platforms. Various kinds of research were done during the broadcasting period.
ESPN tracked the effectiveness of sponsorship by 10 major brands: Sony, Adidas, AT&T, Budweiser, Bud Light, Cisco, EA Sports, Hyundai, Powerade and Nike. They conducted various surveys with the companies such as:
* an effectiveness study with OTX for Sony, Adidas and AT&T measuring sponsorship awareness, affinity and purchase intent;
* an effectiveness study with Knowledge Networks for all brands measuring brand awareness, sponsorship awareness, slogan recall, slogan attribution, consideration and purchase intent;
* TV and online audience measurement with Nielsen for Sony, Adidas and AT&T measuring exposures for 46,000 respondents in a fused TV and online dataset;
* a WOM tracking study by Keller Fay for all brands measuring the amount of WOM.
Sponsorship by these brands was delivered through TV (in-match, commercial breaks, etc), radio, magazine (ESPN magazine), mobile internet, and online (video, banners and homepage roadblocks).
Pointlogic were tasked with combining these different research findings and determining sponsorship effects for the media sponsors and translating these effects via a user-friendly tool that allowed advertising budget allocations to be optimised. We happily took on this challenge and worked with all of the different research providers to align the data and integrate it into Pointlogic’s Chorus platform.