Event details

Online Talk - Paying Attention To TV Sponsorships with the Marketing Scientist Group and Paramount ANZ

When: 16 January 2024, 11.00 to 12.00 CET

Speakers:

Gareth Tomlin – General Manager - Data, Insights and Analytics, Paramount ANZ

Peter Hammer – Managing Director, Marketing Scientist Group

Across the last six years, Paramount ANZ (Australia & New Zeeland) have embarked on a research programme known as the Science of Sponsorship, analysing over 50 series of well-known TV programmes and more than 250 brands, in studies involving more than 55,000 Australians.

In their latest study, Paramount ANZ teamed up with the Marketing Scientist Group to survey 2200 Australians to explore attention to sponsorship creative, the use of distinctive brand assets and the impact on mental availability for advertisers within top-rated TV programmes, such as MasterChef Australia, Australian Survivor and the comedy-hit Have You Been Paying Attention?

The study involved a large-scale experiment conducted in-home across computers, smartphones/tablets, and TVs to replicate BVOD viewing. Given the importance of attention in capturing quality reach, passive eye-tracking technology was used to understand what viewers were looking at when watching TV content and advertising.

In this Online Talk, Peter Hammer, Managing Director of the Marketing Scientist Group and Gareth Tomlin, General Manager - Data, Insights and Analytics at Paramount ANZ, will share some exclusive insights from this new study, help uncover the formula to effective sponsorships and reveal how brands can leverage their assets to drive outcomes.

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