Impact assessment – evaluating a major sporting event

A national governing body was able to evidence the economic impact of a major sporting event to potential sponsors by understanding out of home viewing and spend figures alongside traditional reach data.

A series of nationally representative omnibus surveys immediately following the major games captured out of home viewing levels demonstrating additional reach. Out of home spending, with a specific focus on pubs, was also captured during the games and the findings were extrapolated to estimate the economic impact across England.

Product development – growing reach and revenue online
Audience understanding – young people and sports media
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