Trending is here: Get access to our most requested feature
- August 25, 2022
- Jessa Morris
That data powers the SponsorPulse Insights Platform, giving our customers access to fresh consumer insights at the tip of their fingers.
We realize how important it is to be able to understand how properties change over time. That can include analyzing season highs to performance lows, and the impact of big signings and off-field controversies.
Until now, subscribers have had limited ability to compare data over time and analyze year-over-year trends in a convenient way.
With that, it’s no surprise that Trending is the #1 most requested feature from you, our customers. And we heard you!
Today, we are excited to announce the launch of Trending as part of the SponsorPulse Insights Platform. This new feature will allow users to explore how our metrics have changed over time and also empowers them to ensure their insights are relevant to the current marketplace.
A lot has happened since 2018, and the ability to compare property data year-over-year (or on a semi-annual basis) will help SponsorPulse users better understand property health and areas of opportunity, which are critical for growth. Sometimes, it’s just as important to understand which insights remain true, as it is to know what’s changed.
What to expect from the trending feature:
Annual and Semi-Annual reads for top properties:
Available today is the ability to compare property data year-over-year, across all 7 SponsorPulse key metrics within the platform. This includes semi-annual comparisons for many properties, often going back as far as 2018 so that you can analyze and compare sponsorship impact trends over time, as granular as every six months.
Comparisons are not limited to a single property, enabling you to compare key metrics of up to 5 properties across sports, lifestyle, cause, and music.
To demonstrate, we’ve used the SponsorPulse Opportunity Score to compare trended data across top sports leagues in the US.
Comparing 2020 to 2021 we can quickly observe which properties saw small declines, like the NFL (-1) and MLB (-3), which remained flat, like the NHL, and which experienced gains, like the NBA and MLS, with increases of +3 and +4 respectively.
At a glance, this type of analysis, enables both properties and brands to understand the sponsorship opportunity that exists, whether it be for their property or a competitor, a current partner or a brand new deal that’s in the works.
Deep dive across consumer segments:
Users are also now able to compare year-over-year property trends across customer segments including geography, demographic, or purchase behavior, giving you a deeper understanding of the sponsorship potential that exists among your most relevant audience groups.
The MLB provides a great example of how observing a metric in isolation doesn’t always tell the whole story. Using the example above, we observed that the MLB’s Opportunity Score fell by 3 points from 2018 to 2021 among the general population.
However, digging in a little deeper indicates there are some bright spots ahead, particularly among youth aged 13-18, where Opportunity Score actually increased by 9 points between 2018 and 2021.
The ability to analyze data at a more granular level through the use of demographic and behavior filters can help properties and brands identify strategic partnerships, allowing them to connect with the right audiences in more meaningful ways.
Get started today
These are just a few examples demonstrating how properties and brands can use Trending to help convey or understand the potential impact of sponsorship. Trending also allows for deeper comparisons across properties, so that you can get a better lay of the competitive landscape, and leverage data to guide your sponsorship decisions.
Trending is available now for all Professional account subscribers. To learn more about plans and pricing or subscribe to the SponsorPulse Insights Platform, visit: https://www.sponsorpulse.com/pricing