CHICAGO, Oct. 15, 2012 /PRNewswire-iReach/ — Navigate Research is pleased to announce the launch of a new sponsorship software product in collaboration with Nielsen and Scarborough Sports Marketing. The Sponsorship Navigator™, an online portal, offers users the ability to accurately determine the fair market value and demographic performance of their sponsorship investments.
The Sponsorship Navigator™ is a customized sponsorship research tool created to help clients, such as Farmers Insurance, Rawlings and the Phoenix Suns, assess the level of exposure achieved by every sponsorship asset included as part of a package, based on impression analysis, visibility discounting, appropriate cost per thousand (CPM) determination, and qualitative premiums associated with different events, teams and markets. The web-based tool allows users to utilize Navigate’s proprietary valuation methodology to accurately measure media value, quantitative benefits and qualitative benefits. TV ratings and pricing data by different events, such as NFL, MLB, NBA and NHL games, are provided by Nielsen.
“We’re excited that Nielsen ratings and ad spend data will be incorporated in the Sponsorship Navigator,” said Stephen Master, Senior Vice President for Sports, Nielsen. “We hope these unique insights will be an asset to marketers.”
Additionally, the tool includes a separate module to determine the demographic fit of different sponsorship investments, based on the marketing objectives and target demographic of the user. The locally based demographic data is provided by Scarborough Sports Marketing, a consumer marketing firm specializing in sports and fan insights.
“As the business side of the sports industry dives deeper into the world of analytics, we are proud partners with Navigate on this exciting new product that, quite simply, serves as a tool to justify the spend,” said Bill Nielsen, Vice President of Sales, Scarborough Sports Marketing.
With the Sponsorship Navigator™, clients are armed with the industry’s leading valuation model to assist in evaluating sponsorship assets when pricing, negotiating or making future sponsorship investment decisions.
ABOUT NAVIGATE RESEARCH
Navigate Research (www.navigateresearch.com) formerly Navigate Marketing, is the industry leader in measuring and analyzing sports and entertainment sponsorships, with an emphasis on custom market research studies, sponsorship valuations and sponsorship ROI studies. Based in Chicago, Navigate has measured ROI and effectiveness for hundreds of sponsorship deals and has valued over $2 billion in sponsorship transactions on behalf of both brands and properties. Past and current clients include: NFL, MLS, ESPN, Sony, Farmers Insurance, AAA, Red Bull, IMG and more.
For more information, visit http://www.navigateresearch.com.
ABOUT SCARBOROUGH SPORTS MARKETING
Scarborough Sports Marketing (www.scarboroughsportsmarketing.com, [email protected]) measures local and national consumer and lifestyle information by interviewing over 210,000 adults (18+) in 77 Top-Tier Markets, including all professional sports markets. Scarborough sports measurements include fan avidity; multi-media measures including sports viewing and listening; corporate sponsorship information including fans’ shopping and product/service usage; and leisure activities. Scarborough delivers twice-yearly updates of its local market reports to a diverse client base, spanning all major media, advertisers and their agencies. Scarborough Sports Marketing is a division of Scarborough Research, which is a joint venture between Arbitron Inc. and The Nielsen Company.
Nielsen Holdings N.V. is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.
Julie Frank, Navigate Research, 3146149379, [email protected]
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SOURCE Navigate Research