The relative performance of TV sponsorship versus television spot advertising

Olson, Erik L.; Thjømøe, Hans Mathias

doi:10.1108/03090561211260068

Cited by 22 publications

(27 citation statements)

References 37 publications

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“…This raises serious questions about the credibility and effectiveness of current sponsorship measurement. On the academic front, recent research (Olson & Thjømøe, , ) has attempted to address the difficult issue of media value equivalence. While welcome in terms of focus, the experimental nature of the research design and indeed other limitations acknowledged by the authors make any level of generalization particularly difficult and premature at this stage.…”

Section: Resultsmentioning

confidence: 99%

Metrics in Sponsorship Research—Is Credibility an Issue?

Meenaghan

O’Sullivan²

2013

Psychology and Marketing

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Sponsorship has been one of the fastest growing marketing platforms in recent decades, yet while marketing expenditures generally are being increasingly subjected to the requirement and discipline of accountability, it would seem that sponsorship practice behaves as if impervious to this changed climate. Considering both the extent to which business fails to measure sponsorship effectiveness at all and where measured, the problematic nature of the metrics employed, it is probably an understatement to conclude that a "measurement deficit" exists in sponsorship. This paper proposes a critique of current practice in the evaluation of sponsorship effectiveness and in particular examines in detail inherent problems arising from the use of the two main metrics currently employed by the industry, "Media Exposure" and "Sponsorship Awareness." It illustrates the latitude provided by these metrics and the variability of outcomes that can be extracted from their use or in some cases potential abuse. Such latitude in conceptualization and application can extend to having the same sponsorship program receive quite radically different evaluations based on the same raw data. This raises serious questions about the credibility and effectiveness of current sponsorship measurement. The paper further suggests that in order to secure the future of sponsorship and exploit its competitive media advantage, there is a need for the industry to reposition itself in terms of delivering brand experience, engagement, and involvement rather than mere exposure. C 2013 Wiley Periodicals, Inc.Sponsorship is talking about the wrong stuff and some of the stories are juvenile. It's trying to compete with traditional media with the old-fashioned metrics, and it's going to lose. Kevin Roberts, CEO, Worldwide of Saatchi & SaatchiRecent years have seen marketing expenditures being increasingly subjected to the requirement and discipline of accountability. One might argue that the mindset necessitated by this requirement has been one of the most significant recent changes in marketing practice and thought. Clear testimony of the changed climate is the requirement for the evaluation of marketing performance, application of Return on Investment (ROI), and Return on Objectives (ROO), analysis to marketing expenditures, development of a range of new marketing metrics and the use of marketing analytics, Key Performance Indicators (KPIs), and dashboards. Within the broad field of marketing communication, appropriate metrics have been established to enable the critical evaluation of investments in most areas of the communications mix, though the adoption of suitable metrics for some platforms remains problematic.

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Section: Resultsmentioning

confidence: 99%

Metrics in Sponsorship Research—Is Credibility an Issue?

Meenaghan

O’Sullivan²

2013

Psychology and Marketing

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“…expectations about the brand's reliability in a risky situation or willingness to rely on the brand to perform its stated functions. Studies have shown that sponsorship can improve a sponsor's brand affect and brand trust (Mazodier and Merunka, 2012;Olson and Thjømøe, 2012).…”

Section: Impacts Of Sponsorship On Brand Affect and Brand Trustmentioning

confidence: 99%

The roles of consumer ethnocentrism, animosity, and cosmopolitanism in sponsorship effects

Lee

Mazodier

2015

European Journal of Marketing

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Using latent growth modelling (LGM) to disentangle the static and dynamic components of brand affect and brand trust, this longitudinal study examines the impacts of consumer ethnocentrism, animosity, and cosmopolitanism on the effects of sponsorships on brand affect and brand trust. Design/Methodology An online panel of U.K. participants reported their perceptions of a French sponsor at three successive points (before, during, and at the end of the 2012 London Olympics). Of the 903 respondents at T1, 694 remained at T2 (76.8%) and 577 (63.9%) remained at T3. Another 302 respondents only at T3 controlled for potential mere measurement effects. The data were analysed using LGM techniques. Findings Due to sponsorship effects, brand affect and brand trust increased linearly over time. However, consumer ethnocentrism and animosity negatively moderated these increases. Cosmopolitanism enhanced brand affect but not brand trust. Research Implications As market globalisation exposes foreign firms to potential backlash from consumer nationalistic orientations toward their products, sponsorship strategies must consider the interplay between these nationalistic sentiments and sponsorship effects. While foreign sponsors are typically preoccupied with determining the fit between their brand and a local event, they must also consider individual-level nationalistic sentiments. The success of companies in foreign markets depends on creating favourable country-directed consumer attitudes. Originality/Value Beyond demonstrating the application of LGM to individual-level longitudinal analyses, this study extends sponsorship research by considering a previously unexplored area with key academic and managerial contributions, namely, the role of consumer nationalism in sponsorship effects. The strategic uses and outcomes of international sponsorship must be considered in conjunction with consumers' perceptions of foreign brands from a nationalistic perspective.

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“…While recognizing that all elements of marketing and marketing communications possess different features and capabilities, sponsorship is most often contrasted with media advertising in general (Hastings, ; Hoek et al, ; McDonald, ; Meenaghan ) and indeed with specific aspects of advertising (Olson & Thjømøe, , ; Walliser, ). The comparison of sponsorship and traditional advertising has been previously addressed in terms of a range of discernible differences which included the mutuality of benefit, the consumer interaction process, the comparative nature of the communications process, as well as sponsorship's location at the “leisure end of marketing.” While sponsorship may be different in certain respects, such differences are no impediment to the task of performance measurement and, thus, the “sponsorship is different” argument is largely irrelevant to the need for or ability to undertake proper performance analysis (Meenaghan, ).…”

Section: Is Sponsorship Different?mentioning

confidence: 99%

Measuring Sponsorship Performance: Challenge and Direction

Meenaghan

2013

Psychology and Marketing

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Corporate investment in sponsorship represents one of marketing's more dramatic investment stories of recent decades with global sponsorship expenditure forecast to reach US $53.3 billion in 2013. The scale of this investment, as well as the scrutiny to which sponsorship activity has been subjected during the "Financial Crisis" has added significant momentum to the demand for improved methodologies for evaluating the returns resulting from sponsorship investment. Indeed a range of recent sponsorship studies clearly indicate the pressure, not just for greater accountability, but a demand for new and improved methodologies for measuring sponsorship performance. Against this backdrop this special issue of Psychology and Marketing is timely. It seeks to bring together a selected series of papers from leading edge practitioners and academics which critically review certain current approaches to evaluation, explores important research methodology issues, and outlines recently developed models which quantify the value generated by sponsorship investment. It is hoped that this special issue will lead to increased levels of understanding and interaction between the academic community concerned with researching sponsorship and the practitioner community charged with managing sponsorship and will, in future, serve as a key reference source for these communities in their quest for improved methodologies to measure sponsorship performance. C 2013 Wiley Periodicals, Inc.

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The relative performance of TV sponsorship versus television spot advertising

Cited by 22 publications

References 37 publications

Metrics in Sponsorship Research—Is Credibility an Issue?

Metrics in Sponsorship Research—Is Credibility an Issue?

The roles of consumer ethnocentrism, animosity, and cosmopolitanism in sponsorship effects

Measuring Sponsorship Performance: Challenge and Direction

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