2018 is set to be a major year for live events. If you’re a marketer, this means you might be applying a significant investment around championship games, entertainment award shows, music festivals and other collective experiences, but it also means you have a small window of opportunity to make a lasting impact with your audiences.

To help brands understand the landscape of today’s live event opportunities, we’ve provided a rundown below of the stats you need to know before investing your marketing efforts into a live event sponsorship. For pro-tips to ensure your marketing strategy scores big pre-game, gameday and post-game, check out our Playbook for Live Events.

 

DID YOU KNOW…

• Only 35% of marketers consistently measure the impact or effectiveness of their sponsorship activities.¹
• Brand marketers who choose to measure the effect of their sponsorship dollars tend to primarily focus on reach and awareness tactics.²
• Sponsorship dollars spent in 2017: $62.6B³
• Total global digital ad spend in 2017: $209B⁴
• 61% of adults aged 18+ use a desktop or laptop simultaneously while watching TV, 51% use a smartphone, and 25% use a tablet. Even during the big game, it’s hard to maintain audience attention.⁵
• In 2017, an average 30 second TV spot for the Oscars cost $1.9 to $2 million.⁶

 

Ready for your next move? View the Playbook for Live Events to solidify your winning game plan and contact us to learn more. 

 

 

 

 

 

 

1. Hartley, Paul. “Measuring the Value of Sponsorships: The High Impact but Oft-Forgotten Area of Brand Research.” FreshMR, 24 Mar. 2015, www.marketstrategies.com/blog/2015/03/measuring-the-value-of-sponsorships/ .

2. Nanji, Ayaz. “How Marketers Measure the Effectiveness of Sponsorship and Event Initiatives.” MarketingProfs, 20 Nov. 2013,

www.marketingprofs.com/charts/2013/12106/how-marketers-measure-the-effectiveness-of-sponsorship-and-event-initiatives .

3. “Commercial Trends in Sports 2017.” What People Watch, Listen To and Buy, Nielsen, 9 Mar. 2017,

www.nielsen.com/us/en/insights/reports/2017/commercial-trends-in-sports-2017.html .

4. Molla, Peter Kafka and Rani. “2017 Was the Year Digital Ad Spending Finally Beat TV.”Recode, Recode, 4 Dec. 2017, www.recode.net/2017/12/4/16733460/2017-digital-ad-spend-advertising-beat-tv.

5. “Devices Used Simultaneously While Watching TV Among US Internet Users, by Generation, July 2017 (% of respondents in each group)” eMarketer 8 Jan, 2018, www.totalaccess.emarketer.com/chart.aspx?r=215458  

Data is from the January 2018 YuMe and Nielsen “Connected TV Fast Forward.” 2,410 US internet users ages 18+ were surveyed online during June 27-July 11, 2017

6. Berg, Madeline. “ABC Oscar Ad Revenue Tops $115 Million Despite Last Year’s Low Ratings.” Forbes, Forbes Magazine, 23 Feb. 2017, www.forbes.com/sites/maddieberg/2017/02/23/abc-oscar-ad-revenue-tops-115-million-despite-last-years-low-ratings/ .