November 16, 2016: L’Oréal replaces Procter & Gamble as the most active sponsor of televised awards shows
For More Information Contact:
William Chipps, IEG, Tel: 312/725-5188
william.chipps@sponsorship.com
sponsorship.com
Infographic:
http://www.sponsorship.com/infographics/award2016
Chicago, Ill. – Sponsorship spending on the Academy Awards, Grammy Awards and other televised awards shows is expected to total $139.2 million in 2016, up 4.3 percent from $133.5 million in 2015, according to IEG research.
The increase exceeds the projected 4.2 percent increase in entertainment spending but lags the 4.5 percent increase in overall North American sponsorship spending.
“While spending remains robust, the tendency among corporate marketers to view awards shows as pure-play media buys rather than integrated consumer engagement programs continues to hamper spending growth,” said William Chipps, IEG Sponsorship Report senior editor.
Personal care maintains its status as the most active category sponsoring awards shows. Personal care companies are 2.1 times more likely to sponsor the shows than the average of all sponsors.
L’Oréal replaces Procter & Gamble as the most active sponsor. Twenty-seven percent of properties with a sponsor in the personal care category report a partnership with the French cosmetics giant.
Mars, Inc. and Time Warner are the second most active sponsors (23 percent) with The Coca-Cola Co., Diageo and PepsiCo in third (18 percent).
SPONSORSHIP SPENDING ON AWARDS SHOWS
*Projection
AWARDS SHOWS: MOST ACTIVE CATEGORIES
Personal care companies are 2.1 times more likely to sponsor awards shows than the average of all sponsors.
AWARDS SHOWS: MOST ACTIVE SPONSORS
Twenty-seven percent of properties with a sponsor in the personal care category report a partnership with a L’Oréal brand.
About IEG
IEG is part of ESP Properties, a WPP company. For more than 30 years, IEG has shaped and led the global sponsorship industry, providing consulting, valuation and research services, as well as insights, trends and training, to rightsholders and brands across sports, arts, entertainment, nonprofit and other partnership sectors.
Its consulting, valuation and research teams are now under the ESP Properties name, while insights, trends and events continue under the IEG brand.
For more information about IEG and the sponsorship industry, please visit www.sponsorship.com, or call 800/834-4850 (outside the U.S. and Canada, 312/944-1727). For information on ESP Properties, please visit www.espglobal.com.