Entertainment and Sports Sponsorship Gains World-First Audience Tech
TEG Analytics and Roy Morgan have announced the launch of Genome Audience Planner, a next generation sponsorship planning and optimisation platform that provides the fastest and simplest way for advertisers to identify, reach and measure new sponsorship opportunities across the live sport and entertainment sector.
The Australian media rights and sponsorship sector is worth more than $4 billion. However, as an increasingly significant marketing and media channel, event sponsorship lags behind the audience science of other media.
Genome Audience Planner brings together TEG Analytics’ extensive audience and live ticketing data of more than 14 million Australians with Roy Morgan Single Source, Australia’s largest and most comprehensive consumer data set for media and channel planning to profile the brand preferences and consumer choices of live audiences across the arts, entertainment and live sports sectors.
By defining a particular fan base, product preference or behaviour, lifestyle or demographic, Genome Audience Planner prioritises the products or services fans prefer or events which are best suited to a particular target audience such as a new car buyer.
For the first time the live entertainment sector can now be defined as a measurable ‘media channel’ consistent with other media like television, digital or outdoor, enabling live entertainment to play a role inside a broader advertising strategy.
Advertisers will be able to optimise sponsorship budgets across paid, owned and earned media, identify gaps and deepen consumer engagement and shape customer experiences.
Geoff Jones, CEO of TEG, parent company of TEG Analytics said, “The partnership with Roy Morgan points to the exciting future direction of data analytics in the sport and entertainment sector. It is about intelligent collaboration that combines the power of leading players. That is exactly what we have achieved with the partnership between TEG Analytics and Roy Morgan.”
Andrew Reid, General Manager, TEG Analytics and Insights said, “Genome Audience Planner provides a huge set of insights into the live economy – the who, what and where of fans and participants alike. It allows sponsors and event owners the chance to build their own audience profiles and create more value for the medium.”
Howard Seccombe, Chief Digital Officer, Roy Morgan said, “As a single initiative, the Genome Audience Planner will not only validate the strength of this market, but accelerate the introduction of new brand dollars into the event sector. For the first time this new platform will enable advertises to directly connect their target audiences with live events to build their sponsorship strategy, understand gaps and performance.”
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