Sport & Sponsorship
The industry standard for actionable insights into the hearts and minds of sports fans
Remember when television ratings and gut instinct were the only tools you needed to guide your sponsorship programs? Now the key questions are Who do I want to reach? What sport offers the best opportunity to find those people? Does that sport enhance my brand's equity? What messaging programs and vehicles appeal to those fans?
With shifting demographics, new and emerging sports, and many brands fighting for limited attention, marketers need to know more to rise above the clutter.
With 15 years of industry-leading experience and normative data, TNS' syndicated sports studies have become the foundation for the world's leading brands that want to know what in sports makes their customers tick.
By working with us, these companies have learned:
- The sports that present the best opportunities to reach their target markets - in the U.S., in Europe, or among children age 7-11.
- Where they can save money by eliminating redundancies in their sports marketing programs.
- If they should be early adopters of emerging sports.
- How to connect better with the growing US Hispanic population using sports.
ESPN Syndicated Sports Programs
Companies have used TNS syndicated sports surveys to save millions of dollars. Program components include the following:
ESPN Sports Poll: Our flagship syndicated study -- a continuous daily tracker of comprehensive coverage of sports attitudes and behaviors from a nationally representative sample.
ESPN Sports Poll Europe: Brand new in 2010, the Sports Poll model crosses the Atlantic to cover France, Germany, Italy, Spain, and the UK.
ESPN Deportes Poll: TNS Sports and Multicultural groups join forces to accurately reflect the US Hispanic population's sports interests and behaviors across all levels of acculturation.
ESPN Children's Sports Poll: Interviews with US children age 7-11 to understand their sports interest and behaviors.
> View ESPN Syndicated Sports Programs Overview
> View Monthly Sports Stock Page (July 2010)
[Attention students and teachers: due to a large volume of requests, TNS can no longer handle academic requests for non-published information gratis.]
Custom Sponsorship Research
Our clients need a business partner with world-class expertise in sponsorship research. Our custom sponsorship research capabilities include the following approach:
- Sponsorship Impact (Attitude/Behavioral): TNS customizes the research approach for every sponsor based on the type of sponsorship, target segment and product category. This includes the measurement of key attributes such as brand image/fit, awareness, commitment/loyalty and message content. These indicators can be measured in a variety of methods; online consumer access panel, proprietary email list (e.g., season ticket list), on-site and web site intercepts.
- Sponsorship Exposure (Reach): Measuring sponsor's exposure (outside of traditional placed advertising mediums) is one component of the evaluation model that can successfully put a dollar value on sponsorship. Our media exposure capabilities include measuring television broadcast and news (via our proprietary software Sportsi), online/print, radio and on-site exposure.
