MERCADEO Versión en español
Sponsorship Measuremen Needs Improvement: Study ANA
Manuela Walfenzao| 10 de julio de 2018
Bob Liodice
Marketing expenditures on sponsorship have increased considerably over the past several years, but progress in measuring and assessing sponsorship’s business impact has been marginal, according to a new study.The report, Improving Sponsorship Accountability Metrics, was conducted by the ANA (Association of National Advertisers) and MASB (Marketing Accountability Standards Board) to provide greater insight and guidance into sponsorship measurement.The study said that total sponsorship spending in North America is estimated by ESP Properties (formerly IEG) to be $24.2 billion in 2018. This is up 41 percent since 2010, the year of the ANA’s first sponsorship measurement survey, and up 22 percent since a follow-up 2013 ANA study. However, the study revealed that only 37 percent of respondents reported having a standardized process for measuring their return on sponsorship.“Despite the continued growth of sponsorship investment and the repeated sentiment from marketers that there is a need for improved measurement and assessment, there has been little progress toward this goal” said ANA CEO Bob Liodice. “It’s time for the industry to substantially upgrade sponsorship accountability, and this report is a material step in the right direction.”The study also found that among respondents with a defined measurement process, 57 percent have a sponsorship measurement budget. Of those, most spend 5 percent or less on sponsorship measurement as a percentage of sponsorship rights (i.e., the cost of the sponsorship itself, not including activation costs).
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