A move from logo proliferation to brand consideration.
As the media environment fragments, the importance of the mass brand exposure delivered by sponsorships is constantly increasing. The challenge is to develop an approach to valuing exposure, based on effectiveness and real market rates.
Turnstile conducted a series of studies across sport and entertainment properties to understand the effectiveness of logo exposure. Rather than just focusing on what was seen on screens, Turnstile sought to understand exactly which type of logo exposures built consideration for brands.
Once that was understood, Turnstile applied this weighting to global signage benchmarks. The result is pricing benchmarks for exposure that align with real market rates rather than fanciful media equivalency calculations.
Making the intangible, tangible.
We know that intellectual property values drive – almost exclusively in some cases – many of the world's most prominent and prestigious sponsorship relationships. There are numerous examples where contracts exist that contain no logo exposure.
The problem? Traditional media equivalency metrics have no way of measuring this value.
The solution? Turnstile, which conducted a global study across 20 markets to quantify the intellectual property value of sport and entertainment assets, developed an algorithm that incorporates fan engagement metrics and purchase propensity metrics.
How do we know it works? The Turnstile intellectual property metrics were compared with a variety of data sources including actual market prices and social media metrics. The result – correlation scores that would impress the most hardened stats guru.
Capturing all the benefits.
Among the unique characteristics of many sponsorship deals is the range of benefits that can be provided to brands. These include tickets, hospitality, advertising and databases. All have a measurable market value. Turnstile has compiled a global repository of rate cards to benchmark these benefits.