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ANA says spend on sponsorship has increased despite poor measurement of it

Marketers are spending more and more on sponsorship opportunities despite struggling to measure the impact they're having, according to a study recently conducted by the Association of National Advertisers (ANA) and the Marketing Accountability Standards Board.

The study states that total sponsorship spending in North America is estimated by WPP-owned ESP Properties to be $24.2bn in 2018, up 22% since 2013 and 41% since 2010. Even so, the report - which included responses from 182 respondents - found that only 37% of respondents have a standardized process for measuring their return on sponsorship.

The survey also found that among respondents with a defined measurement process, 57% have a sponsorship measurement budget. Of those, most spend 5% or less on sponsorship measurement as a percentage of sponsorship rights.

Additionally, the study states that the need for validated results for sponsorship initiatives has increased in importance for 78% of respondents.

“Despite the continued growth of sponsorship investment and the repeated sentiment from marketers that there is a need for improved measurement and assessment, there has been little progress toward this goal,” said ANA CEO Bob Liodice in a statement. “It’s time for the industry to substantially upgrade sponsorship accountability, and this report is a material step in the right direction.”

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