Introducing MarketCast Sponsor Analytics

MarketCast Launches Sponsor Analytics to Pinpoint the Impact of Sports Sponsorships on a Brand’s Bottom Line

Innovative measurement solution uses advanced data science to quantify the true business impact of sports sponsorship investments for sponsors and leagues

Los Angeles, Calif. – Sept. 29, 2021 – MarketCast is changing the sports sponsorship game forever with the introduction of a new measurement solution to quantify the business impact of sports sponsorships for the first time. Through a unique mix of big data analytics and primary research, MarketCast Sponsor Analytics captures key metrics that sports sponsors need most, including how sponsorships directly lead to an increase in sponsor sales and revenue, as well as effect brand affinity, awareness, and consideration.

Sports sponsorship spending in North America is estimated to reach nearly $21B annually by 2023, according to a recent PwC study. Brands sponsoring top professional sports leagues in the U.S. include the world’s leading consumer packaged goods manufacturers, mobile phone providers, financial services, automakers and more. Unfortunately, for these mega-brands, most methods of measuring the effectiveness of their sponsorship investments do little, if anything, to identify the impact on a sponsor’s bottom line.

MarketCast Sponsor Analytics analyzes data from millions of Smart TVs and connected devices, Web sites, social media platforms, and retail and online sales sources to identify fan actions and behaviors, looking at their exposure to sports sponsorships and subsequent purchases. This is fused with MarketCast’s world-class primary research that delves into the heads of sports fans to understand what motivates them to support a sponsor’s brand and products, and how sponsorships impact their beliefs. Combined, MarketCast provides brands and rights holders a clear picture of how effective sponsorships are at reaching consumers and influencing them to take action.

Upon launching this week, two leading North American professional sports leagues and a major consumer packaged goods brand have already embraced MarketCast Sponsor Analytics to measure their sponsorships for the 2021-22 sports seasons, with more on-boarding soon.

“As brand marketers face increasing pressure to implement strategies that have a direct impact on revenue, sports sponsorship measurement must evolve,” said Lyndon Campbell, Corp. SVP and General Manager of Sports and Brands, MarketCast. “MarketCast Sponsor Analytics delivers a true holistic view of sponsorship performance for the first time, helping sponsors pinpoint how their investments with sports leagues and teams are actually driving incremental sales and other business outcomes, while also influencing love for their brands.”

For sponsors, MarketCast Sponsor Analytics delivers a single, all-powerful analytics solution that uncovers how sports sponsorships impact brand awareness, affinity, and consideration, as well as drive key business outcomes, including sales lift and subscription growth. By contrast, for sports leagues and rights holders, MarketCast helps them understand the power and value of their assets by identifying how on-field signage, jersey logos, official partnerships, and rights holder intellectual property directly impact sales and brand metrics for their sponsor clients.

To learn more about MarketCast Sponsor Analytics, click here.

About MarketCast
MarketCast research, analytics and data science fuels fandom for leading studios, entertainment platforms, sports, and lifestyle brands. Our unique mix of primary research is combined with advanced data science to provide clients powerful insights to inform their biggest business decisions. Today, MarketCast counts some of the most prominent names in entertainment as clients, including leading Hollywood studios, streaming services, video games publishers, brands and sports leagues and teams.

5 Ways to Better Target Audiences

How to Turbo Charge Ad Targeting Using Big and Small Data

Primary research has always been a fantastic way to discover audience segments by means of quantitative surveys. While this type of research is core to a brand marketer’s playbook (and MarketCast’s), the output of these studies is often disconnected from the people and systems responsible for planning and implementing media campaigns.  

Times they are a changing. The bringing together of research insights and data science inside many big consumer brands and research companies like MarketCast is providing a powerful new way to combine “stated opinions,” culled from thousands of consumer surveys, with “actual outcomes,” derived from first and third-party behavioral datasets to turbo charge campaign targeting. 

Here are a few ways we can activate marketing campaigns for clients using both primary research and first and third-party behavioral datasets – following all appropriate privacy guidelines:  

1. Activating CRM Databases

With this approach, audience research can be fused with first and third-party behavioral data and overlayed on top of a brand’s existing CRM database. This allows the brand to develop more granular segmentations of existing customers and prospects and better target them with messaging and promotions that resonate and drive more conversions. 

2. ThirdParty Digital Activation 

To activate digital campaigns using Google, Facebook or other digital properties, brands can match individuals who have responded to their audience research against larger datasets from providers such as Experian or LiveRamp. After matching to one of these third-party data providers, brands can then identify lookalike audiences across digital platforms to inform their digital media buys. 

3. Data Driven TV Activation

A popular method that MarketCast uses aims to match research survey respondents to Vizio Inscape TV data to identify high-performing combinations of TV networks and dayparts (mornings, evenings, late-night). We can then implement TV activations by recommending which networks and dayparts for the brand to buy based on viewer behavior. 

4. Digital Segment Activation

This approach allows brands to create granular audience segments they identified using primary research and match them to digital audience profiles. This way, brands can create a granular model to identify segments to target on digital platforms and TV. 

5. Social Activation

Social media platforms are powerful for ad targeting. We can analyze the public profiles (on social media) of those surveyed in our research, match them with the results of the survey, and create lookalike audience segments to target advertising across relevant social media channels.

As media and audiences’ fragment, a combination of traditional research and data science will become increasingly important for understanding audiences to target. Primary research sheds light on the characteristics of an audience segment and data science confirms behaviors, creates lookalikes, and does the matching. By combining the two disciplines, we can not only target the right people, but we can also optimize the messaging and creative to different audience segments. 

Of course, it’s important to note that privacy is a critical factor in pairing primary research with ad targeting. Brands should never target specific individuals who have responded to a primary research survey without their consent to be targeted.  

To learn more about how MarketCast is integrating primary research and data science to improve campaign targeting, contact us here.  


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