IAR: Study: Sponsorship Pays Off

In the fourth quarter of 2002, Dynamic Logic looked at 750 campaigns using its MarketNorms database, defining sponsorship as programs that seek to connect a brand with an event, person, place, content area or promotion. The approach has been common in traditional media for some time, particularly for advertisers sponsoring sports events.

The study found that online sponsorship campaigns have success in connecting a brand with an event. In addition, brand awareness was increased 37 percent, brand favorability by 50 percent, and purchase intent by 4 percent.