MediaCom Engage Conference Making Sport Pay Sport as a Marketing Medium Edinburgh, 10th May, 2012

1. MAKING SPONSORSHIP PAY – HOW CAN WE HELP?
The role of Research in Sponsorship as a Marketing Tool.
Prepared for: MediaCom Engage Conference
10 May 2012
Presented by: Richard Brinkman
Head of KantarSport
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2. RESEARCH IN SPORT : WHAT IS IT GOOD FOR?
IT MUST BE ACTIONABLE AND UNDERSTANDABLE

3. RESEARCH IN SPORT : WHY DO YOU WANT TO DO IT?
YOU HAVE TO BE BRAVE

4. THE GLOBAL RECESSION HAS SEEN A SLOW DOWN IN
MARKETING SPEND…
Global Marketing Spend
Source: GroupM – This Year, Next Year

5. …WHILST SPONSORSHIP REMAINS IN GOOD HEALTH
Global Sponsorship Spend Up 88%
Source: GroupM – This Year, Next Year

6. CONSUMERS WITH LESS CASH IN THEIR POCKETS ARE
STAYING HOME AND WATCHING MORE TV AND MORE SPORT
Average Daily Hours of TV - UK
Source: BARB/Infosys TV

7. TV STILL LIES AT THE HEART OF MEDIA CONSUMPTION, BUT
FOR HOW LONG?
Daily Reach of Devices - UK
57% of mobile phone use takes
place concurrently with other media
activity and 62% for computer use
Source: OFCOM CMR 2010

8. LET’S NOT WRITE OFF TRADITIONAL MEDIA JUST YET
More people read newspapers than are connected to the web
Total newspaper readership 1,900,000,000 per day
540,000,000 newspapers sold every day
Global paid-for circulation up 1.3 % year-on-year, 8.8% over 5 years
Newspapers reach 41% more adults than the world wide web
Twitter used by 1.9% of UK population

9. TIME SHIFTED VIEWING MEANS IT IS HARDER THAN EVER TO
REACH YOUR TARGET MARKET THROUGH TRADITIONAL
MEANS – DOESN’T IT?
Alongside the challenges already confronting brands is the growth in time
shifted viewing.
The development of services such as TiVo and Sky + have further blunted
the power of traditional TV advertising.
But Sport is less vulnerable to the effects of time shifted viewing,
particularly live content.
15.1% of all viewing in Sky + homes is now time shifted. Sports content is
amongst the least time shifted programming (particularly amongst highly
rated programming).
Proportion of Coverage Time Shifted (Sep ‘11)
16.7%
14.5%
10.1% 9.9%
7.5% 7% 6.9%
5.7% 5.6% 5.1%
4.0%
Source: BARB

10. SO….
CHALLENGING!!
 Its difficult – Emotional into rational.
 Its big – and getting bigger!
 Its scary – Accountability and Planning
 Its dynamic – changing and evolving
 Its increasingly global
 Its 2-paced – traditional media driven but experienced live and in real time too

11. SO….
IT’S A BIT OF AN ANIMAL!!

12. WHAT TO DO ?
DEPENDS ON WHAT YOU WANT OUT BUT DON’T….

13. KEEP IT SIMPLE
ADAPT TO YOUR OBJECTIVES
• TV, Press, Online Monitoring
Multimedia
Monitoring & • SportsI – Advanced image recognition brand
Evaluation exposure monitoring
• Advice and Recommendations to maximise
Media Output
exposure
Audience • Viewing trends
Analysis • Global comparisons
• Analysis of sport vs.. other content
• InfoSys
•Sportscope: continuously tracking sports
Syndicated properties followed
tracking • Impact of sponsorship
surveys • Media touch points
Commercial Sport Consumer • Multi country
Programmes Outcomes
• Specific event based studies – i.e. Olympics
Custom • Market size and structure
Market • Market segmentation
Research • Usage and attitude
• NPD and pricing research
• TGI – Lifestyle, products, media plan
Specialist • TRI*M – Hospitality and spectator experience
Techniques & • BGI – the “equity” in a sport, how attached
Tools are people
• NeedScope – matching values, assessing
“fit”

14. FUNDAMENTAL MODEL OF OBJECTIVES
WHO SHOULD DO WHAT?
What is the ROI?
How can we make it work harder?
What attitudes and behaviours are we driving?
What’s the media value for what we got?
What should we pay?
What should we sponsor?
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15. THE THORNY ISSUE OF MEDIA VALUE
CONSISTENCY ACROSS TV, PRESS & ONLINE
KantarSport

16. IT IS BECOMING MORE IMPORTANT NOT LESS
EVERY PARTNERSHIP NEEDS NEGOTIATING
 Consistent language understood functionally and globally
 Useful for establishing KPIs
 Informative around efficient implementation
 Worthwhile part of the story (not the whole story)
 Its about people not technology
 Make sure its understandable, robust, variable minimal and actionable

17. 1
TRACKING SPONSORSHIP IMPACT
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18. SPORTSCOPE : CONSUMER TRACKING STUDY
WHAT DOES IT DO? MORE THAN JUST A 500 PERSON AWARENESS SNAPSHOT
 Profiles consumers who follow different sports. Segments fans based on their level
of attachment to a sport.
 Establishes levels of awareness generated from brands’ sports sponsorship and
the affinity to those brands involved.
 Tracks trends in sports consumption and spend throughout the year.
 Facilitates comparisons between sports and competitive brands based on different
target groups – a comparable measure between different activity.
 Measures the equity that lies within individual sports, key competitions, clubs and
individuals.
 Enables governing bodies, rights owners and clubs to understand key metrics
about their supporters.
 Allows sponsors to see which sports, clubs and competitions can offer them the
best ROI through understanding comparable awareness and disposition measures.

19. SPORTSCOPE : CONSUMER TRACKING STUDY
HOW DOES IT DO IT?
 A monthly on-line survey to a rolling panel of 1000 nationally representative adults.
 Run in UK, France, Italy, Germany, Spain, USA, Russia, China, Brazil, Australia.
 Core module asking about media consumption of sports, spend on sports and
commitment to particular sports runs every month.
 This is augmented by specific modules going into more depth about particular
sports and brands within those sports on differing frequencies.
 So there are 12 football modules, 3 F1 modules, 2 rugby, tennis, golf, horse-racing,
skiing modules etc per year. Covering 20 sports in all.
 More bespoke client questions and other sports (ie basketball) can be added at
additional cost.
 Additional countries can also easily be added at additional cost.

20. SPORTSCOPE
QUESTIONNAIRE FOR CORE & F1 MODULE
• Interaction with individual sports – watch, read, listen, play
• Degree of commitment to each sport followed – segmentation
Sport & Leisure • Where sport fits into leisure activities
• Equity of each individual sport
• Spend on leisure and sport’s share of wallet
• Importance of F1 amongst other Sports and MotorSports
• Races interested in attendance / watching
F1 • Team / Driver followed
• Detailed analysis about how people follow F1
• Sponsorship association with F1, trackside and teams (spontaneous & prompted)
Brands in F1 • Sponsor brand awareness, affinity, usage & consideration
• Age, Gender, Social Class
• Region
Demographics • Household size
•Other demographics and lifestyle are available on request

21. OUR APPROACH TO SPONSORSHIP MEASUREMENT
ANALYSIS: BRAND BEHAVIOUR
This can be visualized in a simple pyramid…
few people aware, but impact on those few
is great.
25% of those aware of the 12
sponsorship consider the brand
25
60% of those who consider are likely
to buy 60
Movement through the impact funnel highlights the
impact the sponsorship is having on a target.
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22. IMPACT OF SPONSORSHIP BY BRAND
AUDI AND NIKE CONVERTING A NICHE GROUP WHILE AON’S GREATER
AWARENESS NOT YET TRANSLATING TO CONSIDERATION
Audi AON
Aware 15 Aware 42
Movement
Consider 55 Consider 11
along the
impact chain
determines Engage 75 Engage 86
the shape
and provides
diagnostics AIG Nike
on the
strengths & Aware 34 Aware 16
weaknesses
of your
Consider 28 Consider 70
sponsorship
Engage 71 Engage 100
KantarSport

23. IMPACT OF SPONSORSHIP OVER TIME
AFTER THE TOURNAMENT THE PROPENSITY TO ENGAGE WITH THE COCA
COLA WAS LOWER BUT THE CONSIDERATION SET WAS MUCH HIGHER
During World Cup After World Cup
% %
60
Aware 40 38
IMPACT
25
Consider 60 92
Engage 12
86 59
TIME

24. IMPACT OF SPONSORSHIP BY SEGMENT
MOVEMENT ALONG THE IMPACT CHAIN CAN BE DIFFERENT DEPENDING ON
YOUR COMMITMENT LEVEL, WHICH PROVIDES FURTHER DIAGNOSTICS ON
THE STRENGTHS & WEAKNESSES OF YOUR SPONSORSHIP
Strongly Attached Attached Divided Unattached
% % % %
Aware
40 40 20 5
IMPACT
Consider 15 25
50 30
Engage 60 45 40 60
Example data
only
ATTACHMENT

25. 2
COMBINED WITH THE POWER OF TGI
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26. SPORTSCOPE TGI
EXAMPLE INSIGHTS
UCL fans are 44% more
likely to drink draught UEL fans are 17% more
lager likely to drive a people
(as against 33% for football carrier
fans)
UEL fans are 25% more
UCL fans are 40% more
likely to have a games
likely to have a Blackberry
console at home
Source: Sportscope TGI 2011
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27. SPORTSCOPE TGI
EXAMPLE INSIGHTS
Golf fans are 29% more Horse racing fans are 27%
likely to have a bank less likely to have a bank
account with RBS account with RBS
Golf fans are 54% more Horse racing fans are 35%
likely to earn over £50k per more likely to earn over
year £50k per year
Source: Sportscope TGI 2011
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28. SKIING IS A FAIRLY NICHE SPORT IN GB AND SUFFERS FROM A
HIGH LEVEL OF COMPETITION FOR FAN ATTENTION
SKIING LANDSCAPE
5.5% of GB adults (2.6m adults)
follow skiing
On average skiing followers, follow
7.7 sports. Higher than the average
for all sports fans which is 3.3
Skiing followers also follow:
Formula 1 (59%)
Athletics (57%)
Tennis (53%)
Football (53%)

29. FOOTBALL FOLLOWING BY COMPETITION
THREE QUARTERS OF FOOTBALL FANS FOLLOW THE UCL. WHEN USING TGI
DATA UCL AND UEL WILL LARGELY REFLECT THE WIDER FOOTBALL FAN BASE .
SPORTSCOPE TGI SEGMENTS FOLLOWERS BASED ON THEIR ATTACHMENT TO
THE COMPETITION
Sportscope TGI
TGI
UCL Followers
Source: TGI 2011 Source: Sportscope TGI 2011
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30. PROFILE OF CARLING CUP FANS
SPORTSCOPE TGI SEGMENTS FANS BASED ON ATTACHMENT TO THE
COMPETITION ALLOWING MORE DETAILED ANALYSIS OF THE FANBASE
Attached Fans are the most
desirable target for a sponsor
partner
•More engaged with the sporting
property
•Tune in to communications about
the property
•More exposed to sponsors
•More affinity with sponsors and
what they are trying to do
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31. KEY BRAND UPLIFTS
SIGNIFICANT DIFFERENCE AMONGST ATTACHED CARLING CUP FANS
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32. 3
THE FUTURE
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33. WHAT IS GOING TO HAPPEN?
COLLABORATION THE KEY THEME
 The industry gets the research it deserves – less than 1.5% of total sponsorship
spend goes back into R&D.
 Concentration on measuring what makes sponsorship attractive vs other media –
ability to start a more personal and interesting dialogue.
 Use of dual screen/media – online and social media behaviour driven by traditional
media.
 Online behaviour and habits, scale and proliferation of content grabbed and shared
by individuals.
 Getting the correct basis for your dialogue – “fit” – TNS NeedScope.
 The live experience – stakeholder management tool such as TRI*M.
 A less confrontational view between rights holders and brands – share costs.