Royal Bank of Scotland Scores in Six Nations Rugby Sponsorship
Royal Bank of Scotland (RBS) scored a success over their predecessor Lloyds TSB during the first weekend of 6 Nations clashes.
S:Comm Research measured the television exposure of the 2 banks and results were compared between England’s match at Twickenham in 2002 vs Wales and 2003 vs France. RBS were helped in no small part by coverage moving from Sky Sports to the BBC.
S:Comm measured brand exposure from whistle to whistle and applied their unique Spindex® Impact Value. Through extensive research this reveals the impact of each source of exposure on the viewer, providing an accurate return on investment application for each exposure source of the sponsorship.
RBS generated over 10 times the value of Lloyds TSB mainly because of the difference in the size of the television audience generated through terrestrial coverage. The significant aspect to be drawn from the Spindex® Impact Value analysis is the difference in value generated by the on-pitch advertising and the goalpost advertising.
Goalpost signage produces only 17% less exposure and media value than the on-pitch advertising in the centre of the pitch. However, the Spindex impact value for the on-pitch advertising is 3 times greater than goalpost signage. This reflects the greater viewer recall factor for on-pitch over goalposts and therefore the greater significance of clear and effective exposure from the main impact sources.
The value of having an on-screen logo during broadcaster visuals rather than the brand name in just type written text (on-screen) is also apparent. A recognisable logo has over 3 times more impact with the viewer than reading the text in a non-differentiated typeface.
In pure exposure terms Lloyds TSB fared better for on-pitch branding, but worse for goalposts, flags and perimeter boards. Also the importance of terrestrial overage cannot be underestimated for producing large viewing numbers and therefore greater value.
To find out more about sponsorship during 6 Nations rugby and the impact value of different exposure sources contact:
Richard Berry
S:Comm Research
Telephone: +44 (0)1494 830463
Fax: +44 (0)1494 830451
Email: richard.berry@scomm-research.com
S:Comm Research measured the television exposure of the 2 banks and results were compared between England’s match at Twickenham in 2002 vs Wales and 2003 vs France. RBS were helped in no small part by coverage moving from Sky Sports to the BBC.
S:Comm measured brand exposure from whistle to whistle and applied their unique Spindex® Impact Value. Through extensive research this reveals the impact of each source of exposure on the viewer, providing an accurate return on investment application for each exposure source of the sponsorship.
RBS generated over 10 times the value of Lloyds TSB mainly because of the difference in the size of the television audience generated through terrestrial coverage. The significant aspect to be drawn from the Spindex® Impact Value analysis is the difference in value generated by the on-pitch advertising and the goalpost advertising.
Goalpost signage produces only 17% less exposure and media value than the on-pitch advertising in the centre of the pitch. However, the Spindex impact value for the on-pitch advertising is 3 times greater than goalpost signage. This reflects the greater viewer recall factor for on-pitch over goalposts and therefore the greater significance of clear and effective exposure from the main impact sources.
The value of having an on-screen logo during broadcaster visuals rather than the brand name in just type written text (on-screen) is also apparent. A recognisable logo has over 3 times more impact with the viewer than reading the text in a non-differentiated typeface.
In pure exposure terms Lloyds TSB fared better for on-pitch branding, but worse for goalposts, flags and perimeter boards. Also the importance of terrestrial overage cannot be underestimated for producing large viewing numbers and therefore greater value.
To find out more about sponsorship during 6 Nations rugby and the impact value of different exposure sources contact:
Richard Berry
S:Comm Research
Telephone: +44 (0)1494 830463
Fax: +44 (0)1494 830451
Email: richard.berry@scomm-research.com