DECODING STUDY (2017-2018)
STUDY OF U.S. CONSUMERS UNCOVERS VAST DIFFERENCES IN HOW FANS RECEIVE SPONSOR MESSAGING RELATED TO SPORT AND LIFESTYLE PROPERTIES
MKTG’s Decoding 2.0 Study Reveals Significant Findings To Help Brands Engage Their Targets
Originally commissioned in 2012 with a focus on sports fans and their receptivity to sports sponsorships, the 2017 version of the study widened the net to better understand receptivity not just amongst sports fans, but also foodies, music lovers, movie buffs and eSports fans, and to then identify what marketers’ investments resounded most with each audience and why. MKTG conducted the study with its in-house market research agency SRi, the leading sports and entertainment research and measurement analytics company.