IEGs Annual Event Marketing Survey
IEGs annual event marketing survey, containing quantified findings from 2,039 properties listed in the 2000 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 down from last year.
For the first time, Pepsi edged out Coca-Cola as the most frequently mentioned sponsoring brand (19% vs. 17%).
More than 90% of the properties surveyed list at least one media sponsor; newspaper held onto the top spot after knocking Radio out last year, cited by 26% of properties compared with Radios 20%.
Interest in event marketing and sponsorships is up particularly for Internet and telecommunications-related sponsor categories but Radio involvement in event marketing continues to lag behind that of newspaper, according to the results of IEGs annual event marketing survey. The survey, with analysis based on data from the 2,039 sponsorship opportunities listed in the 2000 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 status of media sponsorships and more. Throughout the survey, reference is made to "properties." This term refers to any event, location, or venue that offers sponsorship opportunities.
The categories that showed the most increased sponsorship interest were the Internet and telecommunications categories. Virtually every respondent that noted a change in the Internet category reported increased interest, and 94% of respondents reporting change in the telecom category did the same.
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 49% of the properties surveyed, up from 46% the previous year.
Top 10 Sponsors
Attendance and Budget
Properties with $1 million-plus budgets increased to 29 percent from 27 percent last year; 22 percent reported budgets between $250,000 and $1 million, and 49 percent reported less than $250,000.
Whats It to Radio?
For more information about IEG or the Sponsorship Sourcebook, call IEG at 1-800-834-4850; for other information about event marketing, call RAB Member Service at 1-800-232-3131 or log on to RadioLink at www.rab.com.