The impact of sponsorship is becoming easier to measure

 It should be easier in the future to determine just how effective event advertising really is. The Information Association for the Measurement of Advertising Media Reach (IVW), together with the Professional Association for Sponsorship (FASPO), provided information on Wednesday in Berlin about its newly introduced audit. To obtain reliable baseline data on advertising media for potential advertisers, organizers of sports and cultural events can now have the audit association verify the number and composition of verifiably distributed tickets, as well as the total number of visitors recorded through a qualified audit process. The IVW audit is intended to provide planning and decision-making support and to enable comparability.