The sponsorship business is growing, but marketers are failing in their ability to track the performance of such programs.
A study conducted in February 2018 by the Association of National Advertisers (ANA) and Marketing Accountability Standards Board (MASB) found that annual North American sponsorship spending now totals $24.2 billion (and $62.7 billion globally) – a 41% increase since the ANA’s first sponsorship survey in 2010 and a 22% hike since a follow-up 2013 ANA study.
But the “Improving Sponsorship Accountability Metrics” report revealed that only 37% of the study participants had a standardized process for measuring their return on sponsorship....