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ESPN Offers Goal-Based Return On Objective
Return On Objective (ROO) uses client objectives to measure the impact of an advertising campaign. The results provide advertisers with insight and advantage that traditional measurement tools does not offer.
Brand/Product Integration
Quantifying exposure received as an ESPN Event or Program Sponsor
(see chart below)
Ad Effectiveness
ESPN's impact on your Brand's awareness, favorability and purchase intent
(see chart below)
Brand Attributes
Impact on Brand's key attributes through an association with the ESPN brand
(see chart below)
Integrated Media
Benefits of expanding your message beyond one media
ESPN ROO Tools & Sources
- ESPN Sports Poll
- Millward Brown
- Starch
- Custom Studies
- Keleman Brand Tracker
- Dynamic Logic
- ESPN All Day, Every Day
Brand/Product Integration - Winter X Games IX
With ESPN's Valuable Audience, Your Brand Gets Noticed
|
Sponsor Level |
Total # of Exposures |
Total Duration of
Exposures HR:MIN:SEC |
Total Page
Views (000) |
Men 18-49 Gross Imps (000) |
|
|
Gold Average |
|
540 |
|
0:50:58 |
|
493,067 |
|
145,000 |
|
|
Associate Average |
|
258 |
|
0:20:46 |
|
187,511 |
|
53,216 |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Source: Nielsen Sponsorship Scorecard |
Ad Effectiveness
Exposure, High Audience Recall, Influence, Increased Purchase Intent - Achieve It All with ESPN
|
|
Source: Dynamic Logic - CrossMedia Effectiveness Advertising Research |
Brand Attributes - Male Personal Care Product
The ESPN Brand Enhances Your Brand's Key Attributes
|
Brand Attributes |
Control |
TV Only |
TV + Web |
TV + Web + Mag |
|
|
Is a high quality brand |
|
37% |
|
44% |
|
47% |
|
49% |
|
|
Is a brand I trust |
|
37% |
|
43% |
|
48% |
|
50% |
|
|
Is for someone like me |
|
32% |
|
43% |
|
44% |
|
49% |
|
|
Works as well as more expensive brands |
|
40% |
|
47% |
|
50% |
|
51% |
|
|
Addresses the specific needs of men's hair |
|
36% |
|
44% |
|
51% |
|
52% |
|
|
Is better for men's hair than women's products |
|
33% |
|
42% |
|
48% |
|
48% |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Source: 2003 Dynamic Logic - Point Difference Comparison, Control v. Exposed |
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