The Return on Sports Investment (ROSI) measurement tool aims to do what it says on the tin, and is the latest product to come from the ORC Sports Research department.
The company says the new model harnesses an integrated approach of diagnostics and analysis, and goes beyond ‘soft’ measures like brand awareness and media impressions to provide quantifiable data on ‘hard’ measures like active customers, share of wallet and sales.
It claims the result is information that sports marketers can use to determine which programmes impact equity and sales, to communicate effectively with the right audience and to maximise effectiveness and profitability overall.
Said Seth Levenstein, director of ORC’s Sports Research desk: “As the sponsorship market matures and rights fees and competition continue to grow, the need to quantify benefits and return on investment becomes paramount. Our ROSI model is totally unique because it is designed to separate sports marketing from general marketing and provide solid data on whether sports marketing investments are making money, reaching and building loyalty with target customers and impacting the bottom line.”
