The tool
depends on data collected by Millward Brown on the arts, music, film, festivals, entertainment and sports in the U.S., U.K., France, Germany, Italy, Spain, Russia, China and India.
The WPP-owned agencies decided to conduct the research because sponsorship investments have grown to represent more than 10% of global marketing budgets, says Jon Levine, MEC Access executive. Previous studies examined one sector at a time and could not offer comparisons, between a sport event and a music concert.
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