For the sports industry, one challenge stands above all others. How, in a truly multimedia environment, can sponsorships be accurately measured to provide a true picture of value generated for rights holders and brands?
Measuring an ad’s ability to communicate trust is a tricky business: perceptions of trust can be non-conscious, formed almost immediately and biased by subtle factors. Given these nuances, explicit research methods aren’t sufficient.
If music were a brand in Canada, it would be flying high—living on cloud nine. That’s because despite the wealth of new technology and media constantly being unveiled to tempt and engage consumers, music consumption is rising.
How many things can you say for certain that you're paying attention to, or even seeing, at any given moment? Our brains just aren’t good at recalling the kinds of details marketers need to evaluate their efforts in a complex world. That’s where the right neuroscience tools can help.
With global sponsorship spend forecast to reach over $62 billion in 2017 and global media rights spend expected to hit $45 billion, the top-line metrics remain positive. This report detail what we regard as the 10 major commercial trends in sports.
Global sport's top-line metrics, notably global sponsorship and media rights spend, continued to point in the right direction in 2016 but it was also a year of rapid change across the industry.
Around the world, consumers are looking for a taste of the good life. And it’s not just those who are wealthy. Sales of products in the “premium” tier are growing at a rapid pace. In fact, the growth of the premium sector in many markets is outpacing total growth for many fast-moving consumer...
Who should you include on your media plan? That’s the question media planners face on a day-to-day basis. So as we turn to 2017, how can agencies separate fact from fiction?
Canada has developed a strong roster of successful homegrown country music talent, and those artists have likely helped the genre maintain its large, loyal fan base in an era of ever-fragmenting tastes. In fact, about one in five Canadian music listeners say they often tune in to country.
In addition to representing their countries and competing for medals, para-sports athletes participating in the Rio 2016 Paralympic Games this month will be challenging stereotypes, increasing inclusion and breaking down social barriers—something these competitors have been doing since the first...