IEGs annual event marketing survey,
containing quantified findings from 2,000 properties listed in the 1999 IEG Sponsorship
Sourcebook, holds a wealth of event marketing and sponsorship data.
Nonalcoholic Beverages represent the most active sponsor
category in terms of percent of properties reporting sponsors in that category;
Telecommunications is coming up fast.
Not surprisingly, Coca-Cola is the most active single brand in
event marketing, with 16% of the properties surveyed listing the soft drink company as a
More than half of the properties surveyed list at least one
media partner; newspaper knocked Radio out of the top spot this year, sponsoring 28% of
the properties compared with Radios 26%.
Interest in event marketing and sponsorships is up, but
Radio involvement in event marketing is down, according to the results of IEGs
annual event marketing survey. The survey, with analysis based on data from the
free-listing applications of the 2,000 sponsorship opportunities in the 1999 IEG
Sponsorship Sourcebook, is jam-packed with valuable data your station can use to get
involved in event marketing and sponsorships in your area.
This issue of Radio Sales Today touches on some of the surveys findings,
including the most active sponsor categories, the top 10 sponsoring brands, the shakeup in
media sponsorships and more. Note: Throughout the survey, reference is made to
"properties;" this term refers to any event, location, or venue that offers
Most Active Sponsor Categories
Percent of Properties Reporting Sponsors in Category
Source: 1998 IEG Event Marketing Survey
The sponsor categories cited by the highest number of properties are listed in the table
above. You may notice that some of the major players in event marketing and sponsorships
are also big spenders when it comes to Radio advertising (see the November 3 issue of Radio
Sales Today for a partial list of top spenders in national Radio advertising). One
notable category on both lists is telecommunications; the telecom category spent 36% more
on national Radio spot and network ads in the first half of 1998 compared with the first
half of 1997, and it also shows a 25% increase in sponsorships in the 1998 IEG survey
compared with the 1997 survey. With the proliferation of cellular and wireless
telecomunications providers at the local level, this is definitely a category for Radio to
watch and one that should be near the top of your prospect list.
The strongest growth in event sponsorships was in the nonalcoholic
beverage category, probably driven by the addition of non-soft-drink players such as
bottled water. This category was listed by 46% of the properties surveyed, a 35% increase
over the previous year.
Top 10 Sponsors
The properties included in the survey indicated nearly 4,500 brands among their sponsors;
certain brands, however, stood out. For the third year in a row, Coca-Cola topped the
list, appearing in 16% of properties sponsor lists. Grappling for second and third
place are Pepsi-Cola and Budweiser/Bud Light at 14% and 13% respectively; the two have
swapped places repeatedly in the last few years. AT&T captured the number four spot
with mentions on 7% of properties sponsor lists, and Miller Brewing Co. was number 5
with 5%. Rounding out the top ten are: Chrysler, a first-timer in the top ten with 4%;
American Airlines, also at 4%; and Ford, Target and Coors with 3% each.
Media Sponsor Activity
Percent of Properties Surveyed Listing a Given Medium as a Sponsor
Source: 1998 IEG Event Marketing Survey
More than half of the properties surveyed (55%) listed at
least one media sponsor. This figure is a 20% increase in media participation over the
previous year, reflecting a trend of greater media interest in sponsorship. Previously,
Radio was the number-one media partner for the properties surveyed. However, in the 1998
survey Radio was edged out by newspaper; newspapers were cited as sponsors by 28% of
properties surveyed, compared with Radios 26%. Radio is still cited more often than
television, which was mentioned as a sponsor by 22% of properties surveyed. Cable lags far
behind the other media listed at only 9% of properties surveyed.
Keep It In Mind
Are these results cause for concern? Maybe. Event
sponsorship remains a valuable sales/revenue tool and an important part of station-level
marketing efforts. Clearly, newspapers recognize the value of sponsorship opportunities as
well and their strong showing in this years survey results should be duly noted.
For more information about IEG or the Sponsorship Sourcebook, call
IEG at 1-800-834-4850; for a copy of the survey findings or other information regarding
event marketing, call RAB Member Service at 1-800-232-3131.