Publisuisse study proves the success of TV sponsorship
As a study by Publisuisse shows, the effect of cross-media sponsorship at the 2006 Olympic Games was positive.
The Winter Olympics in Turin not only beat its predecessor Salt Lake City in terms of medals, but also in terms of viewer ratings. As a study by Publisuisse shows, television was by far the most important information medium during the international sporting event. 1,200 people were surveyed throughout Switzerland. The study shows that cross-media partners in particular were able to increase awareness of their brand through their presence at the Olympic Games and on screen. More than two thirds of respondents spontaneously recalled one of the three cross-media partners. The study also shows that media sponsorship can contribute to an enhanced brand image. More than 80 percent of respondents consider the two cross-media partners, who have already been publisuisse's sponsoring partners at previous Olympic Games, to be "very likeable" or "rather likeable". In general, respondents had a positive attitude towards media sponsorship. The survey results are highest for television. 83% think that sponsorship on TV has the best effect and as many as 92% are of the opinion that major sporting events would hardly be possible without media sponsorship. A majority believe that a company can improve its public image.
