As sponsorship programs blossom, brand oversight lags

Geoffrey Precourt

The Association of National Advertisers (ANA) and Marketing Accountability Standards Board (MASB) conducted research into how brands are tracking their sponsorship spend.

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....

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