With a big (non-sport) event just around the corner, let’s close this year’s Pick of the Week by looking at the effectiveness of marketing around big sports events.
We will be back early next year. Merry Christmas!
What categories advertise the most during sports events?
During sporting events both the number of companies engaging in advertising as well as the total ad spend substantially increase. Spend hikes are by far most pronounced for beverage and personal care brands.
How effective is advertising during sports events?
Because of increasing clutter resulting from the high number of brands seeking exposure during sporting events both the short- and long-term advertising elasticities lag behind non-event periods. The exception are single-sport events where a higher share-of-voice does indeed manifest itself in higher advertising elasticities both, before and after, but not during the event.
Do sport events impact promo lift?
Price promotions produce strong short-term sales effects. A study looking at 242 brands in 30 categories in the Netherlands over four years shows that for certain sports events these sales increases are more pronounced (mostly Winter events), but they are much weaker during Summer Olympics. Timing matters, also for price promotions.
