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Sky Media evaluate sponsorship effectiveness using biometric data
The benefits of using biometric data to evaluate sponsorship effectiveness.
We have been working with Sky Media for many years to evaluate the effectiveness of sponsorship campaigns across many of their channels. For most campaigns, the use of traditional online survey and focus groups to measure sponsorship effectiveness, identifies key drivers of campaign awareness for marketing, media and sponsorship teams and helps brands understand the actual effects successful sponsorship has on a brand.
Recently however, we employed behavioural techniques to measure emotional response to branded content in the sponsorship of Sky Atlantic by Volvo’s Human Made Stories. It’s a great project which won us an award at the 2018 UK Sponsorship Awards.
The use of these innovative techniques, alongside our traditional research methods, provided Sky Media and Volvo with a new level of understanding of the effectiveness of its sponsorship campaigns.
For more information on our media research please contact Shaun Austin on +44 (0) 3333 208 220.