Media Focus expands sponsorship statistics with WEMF target group insights

Media Focus now supplements the unique sponsorship statistics in Switzerland, which were introduced in January 2024, with comprehensive target group and consumer insights from WEMF's MACH Consumer. The expansion enables sponsors, clubs and event organizers to understand their target groups much better and manage investments in a more targeted manner.

The sponsorship statistics cover over 160 sponsors in more than 330 sporting events in 23 sports and 28 entertainment events in Switzerland. By integrating relevant data from WEMF's MACH consumer study - including media use, socio-demographics, psychographics, perception, brand affinity and interest in sports - sponsorship can be measured and evaluated holistically for the first time.

Sound answers to key questions

The WEMF add-on provides well-founded answers to key questions: Who are sports-interested Instagram users? What are their values and socio-demographic characteristics? How do they perceive sponsorship advertising and which brands are of above-average relevance to them?

"Our aim was to work with the WEMF to provide additional target group insights so that sponsors, clubs and event organizers gain a better understanding of their target groups - for example in terms of socio-demographics, values or brand affinity. In combination with the media value of sponsorship statistics, this creates a much broader data basis for well-founded decisions. Anyone investing strategically in sponsorship today needs transparency - and that's exactly what we provide," says Ueli Weber, CEO of Media Focus.

Transparency for strategic decisions

Sponsors can manage and optimize their investments in a more targeted manner, while clubs and event organizers can further develop their offers based on data and argue for new partnerships based on facts. The combination of Media Value and the new target group insights creates a comprehensive database for strategic sponsorship decisions in the Swiss market.

Media Focus stands for transparency and orientation in the Swiss communications market. As an independent competence center for advertising, media and sponsorship measurement, the company offers comprehensive, cross-channel monitoring - from traditional media to digital and social platforms.