Repucom

There is an increased need for accountability in all types of marketing. Television advertising uses ratings and print media uses readership surveys amongst other things to make decisions on the allocation of marketing spend. However, the value of other marketing levers, like branded content and sponsorships, has long been a contentious issue argued by sponsors, rights holders, broadcasters, advertisers and media buyers.

Repucom provides a new level of evidence based accountability for branded content and sponsorship by offering an irrefutable means of quantifying brand exposure in broadcast. In addition to this, Repucom supports brand exposure quantification with both customised and bespoke effectiveness research and a commitment to providing its clients with industry-leading insights and recommendations to maximise their marketing investment. Repucom also aims to generate regular industry reports, with a goal of providing benchmarking and insight across common industry issues.

The whole is greater than the sum of the parts, which is why gathering statistics along will never provide the intelligence and direction required to determine the true impact of sponsorship and branded content.

Repucom categorises its services into four (4) key areas, all with a reliance on one core element:

There are a few critical questions relevant to every sponsorship when measuring media exposure performance:

• How much exposure is my brand receiving and does that represent value?
• What properties and inventory are working best within my sponsorship portfolio?
• How does my property/s sponsorship exposure compare with others and/or my competitors?

Repucom helps its clients answer these questions and many more with a media specific approach. Repucom media analysis includes tracking and evaluation of brands within the following mediums:

Television

Repucom television analysis includes:

• Tracking of all sporting events, news programs and sporting feature programs to provide the most comprehensive analysis of a sponsor’s television exposure footprint
• The use of a sophisticated, fully-integrated system used to measure sponsors' television exposure
• Industry leading methodologies quantifying the value of brand integration in branded entertainment initiatives. This growing medium will continue to thrive as the value of the 30 second advertisement continues to come under buyer scrutiny

Repucom television analysis allows for direct comparisons between sponsorship inventory, sports, teams, venues, audiences, events and television broadcasts to determine and improve the quality and efficiency of exposure.

Print Media

Repucom print media analysis includes:

• Tracking of major metropolitan newspapers, a selection of regional newspapers and sport/sponsorship specific publications to provide the most comprehensive analysis of a sponsor’s print media exposure footprint
• Analysis of both image and editorial references to a sponsor’s brand
• The use of Repucom’s unique print media analysis , developed by our in-house staff with over 20 years combined experience in the print, advertising and sponsorship industries

Repucom print media analysis allows for direct comparisons between sponsorship inventory, sports, teams, venues, audiences, events and television broadcasts to determine and improve the quality and efficiency of exposure.

Radio & Internet

As both radio and internet coverage has become more important as a communication vehicle, Repucom recognises the importance of including these media outlets in sponsor exposure analysis. Where these mediums are active within a sponsorship portfolio, Repucom provides its clients with analysis and valuation.
Repucom is committed to the continued monitoring of the media landscape as new mediums are developed and require measurement testing.

Repucom achieves our global standards by using the latest state of the art technology for our media analysis.

Other Analysis

In addition to the core media analysis services outlined above, Repucom provides the following:

• Share of Voice Analysis
  Understand how your brand performs amongst other sponsors within a broadcast, event, season etc. What is your potential cut-through?
  

• Branding Maximisation
  Ensure your branding performance is maximised. Could you generate additional exposure by re-working branding opportunities?
  
  
• Competitor Analysis
  Monitor where your competitors are sponsoring and the level of exposure they are generating. How active and effective is your competitor’s sponsor exposure?
  
  
• Venue Signage Placement Analysis
  Determine the most effective signage placement within stadiums, event arenas etc? Where are the best signage positions within various venues?
  
  
• Television Viewership Analysis
  Understand who the broadcast viewership is. Does your property’s fan base fit your target market?
  
  
• Broadcast Verification Analysis
  Determine where your event, team, competition is being broadcast and how regularly. Is the event you are sponsoring generating the amount of broadcast time you were guaranteed by the rights holder?
  
  
• Media Tonal Analysis
  Understand the tone of coverage your property and/or event is generating throughout the media. Is the property you are sponsoring generating a lot of negative press?
  
  
• Compliance Tracking
  Ensure your brand and/or sponsorship property generated the media exposure and/or coverage you were guaranteed. Is this sponsorship property receiving the television coverage it was scheduled to receive?
  
  
• Online Delivery
  Review your current and archived data 24 hours a day, 7 days a week!
  
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MARKET RESEARCH