BCMG companies the Billett Consultancy and Barsby Rowe have launched a sponsorship evaluation service, designed to help advertisers assess opportunities within the growing sponsorship market.
Sponsorvue offers post-campaign analysis of the overall price and value of a promotion, but can also be used prior to a campaign when the potential value of a campaign needs to be calculated. All media, including TV, radio and press, can be assessed, as well as event or sporting partnerships such as football shirt advertising.
The service also aims to provide benchmarket, so that it will be possible to determine the value of a sponsorship package compared to traditional spot advertising. It will be headed by Neil Spencer, director at Barsby Rowe.
Billetts points out that since its introduction into the UK marketplace in 1990, TV sponsorship has grown and is now worth £100m per year, and revenue has increased by 20% in the year so far, thanks in part to a relaxation of ITC rules. With advertising budgets needing to work harder than ever, the consultancy points out, sponsorship can represent a good investment to build brand awareness and drive sales.
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