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What we do
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We provide an extensive range of cutting-edge research solutions which enable clients to make informed and successful business decisions.
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| Client case studies — Deutsche Bank Championship |
The requirement — Sponsorship evaluation
The Deutsche Bank Championship is an annual PGA Tour golf tournament which is held in Boston, Massachusetts every Labor Day weekend.
For the past five years, the title sponsor, Deutsche Bank, has commissioned Comperio Research to conduct a robust sponsorship evaluation, which typically constitutes a blend of both consumer and media research.
The objective of the media contingent is to quantify the return on investment (ROI) in terms of media exposure; whilst the consumer element was put in place to provide information on who attended the event, why they attended, their behaviour whilst at the event and their awareness and perceptions of the Deutsche Bank brand.
The Solution
Comperio uses it’s global media tracking network to monitor and evaluate all media coverage across television, press and radio within the German and North American markets. Comperio not only undertakes an overall evaluation, but also analyses the ROI by source, location, geographical territory and date. A financial value is assigned to this exposure to calculate the true worth, and Comperio also reports on the quality, by reviewing the size, clarity, location and sponsor clutter associated with each brand sighting.
With regards to the consumer programme, Comperio conducted on-site research amongst spectators, using state-of-the-art self-completion kiosks to collate the data. This technology was the most appropriate choice as it enables robust samples to be collected with high confidence levels. A quantity of 10 kiosks were pre-loaded with a customised questionnaire and assembled in a specific area at the event to form an interactive attraction.
An incentive was offered to encourage participation, which led to the survey achieving a healthy sample of nearly 2000 responses over the duration of the tournament.
Comperio managed to gather comprehensive intelligence on:
- The demographic profile of spectators
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Sponsor awareness, recall and affinity
- Attendance characteristics, influencers and ticket purchasing behaviour
- Awareness of the marketing campaigns promoting the event
- Levels of satisfaction with the features and facilities at the event
- Behaviour, preferences and habits with regards to financial products and services
- Lifestyle characteristics and attitudes to golf in general
- Media consumption and usage
The fact that the research programme is repeated annually permits Comperio to track trends and make year on year comparisons.
The key findings
The media research enables Deutsche Bank to understand the full extent of brand visibility that their title sponsorship delivers, and equips the company with a clear appreciation of when, where and how the most significant ROI is achieved. The most recent wave of the study demonstrated that Deutsche Bank generated a total net media value of $125 million from their involvement with the event, which is an increase of 42% on the previous year.
Additionally, the in-depth consumer profiling highlights the extent to which the sponsorship programme leads to engagement with the Deutsche Bank brand and also helps identify the measures which are needed to enhance both footfall and the spectator experience.
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