What Canadian Consumers Think

What were the outcomes of the 2011 Consumer Sponsorship Rankings? Who do consumers believe really supports the arts? Who do they think supports Canadian sport? What event is most recognized by Canadian consumers? When we undertook this comprehensive national research study, we were not sure what to expect. And there were some surprises! Let me share with you what I shared at the Western Sponsorship Congress™ last month.

Consumers clearly recognized that soft drink companies and beer companies are the most active sponsors in Canada. Coca-Cola and Molson topped the list as the most active sponsors in Canadian sport, cultural events, and causes. They were followed by Labatt, GM, MacDonald’s and Tim Horton’s. MacDonald’s ranked #1 among Canadians under 30. The question is: Where are the financial institutions? The Canadian banks spend a great deal, but none of them ranked in the top six. However, within the financial services category, RBC was ranked on top by high-income Canadians (25% of all survey participants). Insurance companies were rated as the least supportive industry.

Another interesting note is that Canadians identified the Stanley Cup Playoffs as the most important annual sports event in the nation, while the Montreal Canadiens hockey team is Canada’s most prestigious sports property. However, the Canada Cup curling championship ranked higher than the Stanley Cup Playoffs in both Quebec and Ontario. Furthermore, the Canada Cup outranked the Brier! Perhaps Tim’s money is invested in the wrong tournament.

When Canadian consumers were asked why they believe brands sponsor events, the results coincided closely with the results of the Canadian Sponsorship Landscape Study conducted by Norm O’Reilly and his team. Consumers believe brands are there “so that people see their names” and to build brand loyalty. I was pleased to see this correlation identified by the two studies as it further justifies the results of both this study (consumers) and the amazing results from industry participants (brands, properties, and agencies) through the annual Canadian Sponsorship Landscape Study. These two important and independent research studies are critical to the long-term success of brands, properties, and consumers. Together they work, because we now have results from all aspects of the industry.

It was interesting to further analyse the results and see that 63% of Canadian consumers prefer to do business with sponsors that support their favourite causes, while only 50% were so moved when the sponsorship was associated with sport, and 57% in relation to arts or cultural events. It shows the importance of causes to brand preference versus sports in the eyes of the Canadian consumer. The study also showed that western Canadians were more likely to switch brands for causes than Quebec consumers and that Canadians under 30 were more likely than older consumers to switch brands based on sponsorship.

So, who cares about all this research? We all should. This data give brands and agencies critical information about what consumers think. It tells properties what influences which target demographics. Only through research can brands and properties take their sponsorship programs to the next level. This national consumer research is critical and can be inexpensively accessed through a subscription to the Consumer Sponsorship Rankings. Aside from purchasing this study which is so important, I urge brands and properties to recognize the importance of research overall. I hope they will understand and learn from this minimal data presented, that it is time for them to invest not only in this inexpensive research through a subscription, but also more importantly that they need to invest in their own investments. They need to question whether they have this type of detailed information about their specific sponsorship investments. Is the selling property providing such information to their brand partners? As a brand, are you doing this research on your own?

Next week, I will look a little more closely into what Canadian consumers think about the properties in sponsorship and comment on the findings.

Submit a Comment

Your email address will not be published. Required fields are marked *

 
Share This