Sponsorship Rocks!
Channel 4 leads the UK in sponsorship measurement, and as their trusted partner, we were tasked with creating a comprehensive database to track the effectiveness of their sponsorships. This project, now known as Sponsorship Rocks!, has become the foundation of Channel 4’s sponsorship analysis. Over the years, it has evolved to include predictive insights on idents and creative benchmarks, transforming how brands approach sponsorships and continuously improving the effectiveness of campaigns across the network.
Sonder, our long-term collaborators on Sponsorship Rocks, provide invaluable thought leadership by synthesising our effectiveness studies. They help us understand key drivers of sponsorship performance, exploring crucial questions about creative timing and brand asset impact. Their partnership challenges and advances our understanding of sponsorship's consumer effects.
Rupinder Downie
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Curiosity
Channel 4 leads the way in sponsorship measurement in the UK, consistently incorporating effectiveness research into most sponsorship agreements. As their trusted partner for sponsorship effectiveness evaluation, we were tasked with creating a comprehensive database that could house as many of Channel 4’s sponsorship effectiveness results as possible. This project, now known as Sponsorship Rocks!, became a cornerstone of Channel 4’s approach to sponsorship analysis.
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Conscience
Building the database was a mammoth task from the outset. We began with rigorous quality control, ensuring only suitable projects were included. We designed it with flexibility, accounting for various parameters that needed tracking. Each year, we update Sponsorship Rocks! with meticulous precision, keeping the norms as fresh and relevant as possible. Every sponsorship evaluation we conduct is guaranteed to integrate seamlessly into the database, ensuring Sponsorship Rocks! remains a cutting-edge tool rather than relying on outdated data.
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Complexity
Now in its seventh year, Sponsorship Rocks! has evolved significantly. The latest version introduces creative benchmarking, allowing brands to predict the outcomes of using bespoke idents versus edited TV creatives. We can now forecast changes in performance based on variations in idents, such as featuring well-known brand assets, sonic cues, or altering logo display times. This level of predictive insight has transformed the way brands approach sponsorship creative.
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Conviction
Sponsorship Rocks! has become a phenomenon within the industry. Channel 4 extensively tours the latest version, ensuring every new sponsor across their network receives a detailed induction into the findings. The database’s norms and learnings are embedded into the hundreds of sponsorship studies we’ve conducted, frequently guiding brands to tweak their idents for optimal performance. As a result, Sponsorship Rocks! has had a significant impact on improving the effectiveness of sponsorship across the UK.
Case Studies
Don't just take our word for it - with an average retained tenure of 8 years, our client work speaks for itself.
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