the impact of tv sponsoring

At VMMTV we dispose of a specialized team for all non-spot advertising. For the sponsoring of all premium TV programs, this team aims at connecting the advertiserʼs brand, the programʼs brand and the viewer of the program. !

The Sponsoring Impact Monitor Plus (SPIM+) is a research tool of VMMTV, executed by an independent research agency, InSites Consulting. "!As the name indicates, the impact of program sponsoring on the brand is the object of the study. By means of an online post test, 400 respondents between 18 and 54 year fill in a questionnaire. The sample is representative on age, social class and gender for the Flemish population.!!The impact on the brand is measured by comparing 200 viewers with 200 non-viewers. We only report a result when the difference between the two groups is statistically relevant. Doing so, we can draw statistically justified conclusions for the whole population. !!When multiplying these 400 with our 15 cases we get to a number of 6000 respondents who participated to this study."

METHODOLOGY"

The impact is represented according to the ʻHierarchy of effects Modelʼ. !!Think refers to the brand awareness, feel to the brand image, do to the purchase intention and talk to the amount of buzz.!

BRAND IMPACT"

"TOP OF MIND AWARENESS !if you think about a product, what brand do you think about first?!

SPONTANEOUS AWARENESS!which other brands do you also know, even if only by name?!

TOTAL AIDED AWARENESS!respondents indicate all brands they know from a list of brands!

3 PARAMETERS:"

RESULTS BRAND AWARENESS"In 14 cases (93%) sponsoring has a positive and significant effect on brand awareness: !!

In 1 case, Delhaize, we did not report a significant effect. A possible explanation for this lack of result: Delhaize has a brand awareness of 96%. !

!  5 cases with an average increase of 86% in top of mind brand awareness!

!  7 cases with an average increase of 124% in spontaneous brand awareness!

!  2 cases with an average increase of 46% in aided brand awareness!

EXAMPLE "THE VOICE & SAMSUNG"Sponsoring by means of""!  Billboards!!  Functional integrations!!  Online!!  Mobile!

BRAND AWARENESS"SAMSUNG"

+100%

+15%

The brand awareness increases, both the top of mind as well as the total brand awareness. !

NON-VIEWERS! VIEWERS!

AIDED BA"SPONTANEOUS BA"TOMA"

"1. GENERAL BRAND IMAGE!

Functional items"This brand offers me a good price-quality ratio!This brand is useful to me!!Emotional items"I like this brand!I feel good about this brand!!Symbolic items"This brand fits my personality, who I am!I can identify myself with this brand!

"2. SPECIFIC BRAND IMAGE!

Brand related values such as design, expertise, etc.!!3. VALUE TRANSFERS OF THE PROGRAMS"

Positive atmosphere, accessible, etc.!!

3 BRAND IMAGE PARAMETERS"

RESULTS BRAND IMAGE"In 13 of the tested cases (87%) sponsoring causes a significant, positive increase on the brand image (general and specific): !

"  The general brand image: on average ½ of the items increases after the campaign.!

"  The specific brand image: a positive impact for more than ½ of the brand related brand values!

"  Transfer program values: almost 3/4 of the program values has been transferred via sponsoring !

The 2 cases without impact on brand image are Franck Provost and ALLO telecom, both brands with a low brand awareness.!

EXAMPLE "SYTYCD & REXONA"Sponsoring by means of""!  Billboards and overlays!!  Integrations!!  Preroll!!  Branding of the homepage!!  Mobile app!

BRAND IMAGE REXONA"

… has a nice packaging!

… is een modern brand!

… has a cheerful and

optimistic mood!

… protects me againts odors for

24h!

… wide variety of deodorants!

NON-VIEWERS!VIEWERS!

+76%"+31%" +30%" +38%"

+74%"

Positive impact on brand image viewers versus non-viewers!

On average 46% of the viewers talk about a program after watching it. 5% of the viewers also talk about the sponsor.!!For ʻThe Voice Van Vlaanderenʼ (4.250.660 viewers) this means that 212.533 people talked about Samsung after watching the show.!

TALKABILITY"

In 5 of the 15 tested cases (33%) sponsoring brings about a significant positive increase of on average 22% on the purchase intention of the sponsoring brand.!!

PURCHASE INTENTION"

EXAMPLE "IDOOL & TIC TAC"Sponsoring by means of""!  Billboards!!  Functional Integrations!!  Online!

PURCHASE INTENTION"TIC TAC"

NON-VIEWERS VIEWERS

Would definitely buy it!

Would probably buy it!

+18%!

Sofie Rutgeerts"Advertising TV & Online Researcher!sofie.rutgeerts@vmma.be!02.255.33.13!!Twitter: @research_vmmtv!Site: vmmtv.be/research!