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MKTG Canada debuts sponsorship research service

MKTG Canada of Toronto has launched a new service called “Decoding Canada” which will conduct research into the effectiveness of sponsorship marketing initiatives. According to the agency, the service will analyze attitudes, engagement and tactics related to every major Canadian sponsorship property in the fields of sports, entertainment, music, food and others. The intent is to provide marketers with a better understanding of how to reach consumers with a sponsorship and make an impact on them.

According to the company, 18% of consumers are highly receptive to sponsorship messages, while 44% are partially receptive and 38% are non-receptive.

“At MKTG, our mission is to help make brands more human,” said Matthew Klar, vice-president of strategy at MKTG Canada. “We are thrilled to deliver on that promise by bringing this new audience-driven insight tool to our current and prospective clients so that we can build more impactful sponsorship programs together. Regardless of the sector or industry you are focused on within sponsorship marketing, any brand will be able to capitalize on the data-driven insights derived from Decoding Canada which will give sponsor's a new way of evaluating sponsorship decisions.”

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