Asia Pacific leads in sports sponsorship

Hong Kong - When it comes to experiential media, Asia Pacific leads the world in leveraging sports sponsorship and celebrity endorsement, according to ZenithOptimedia's Touchpoints ROI Tracker study.

The project identifies the power of individual consumer contact points and how they deliver brand communication ROI from over 300, 000 consumer interviews across 34 countries and more than 4,000 brands.

The study revealed in traditional media, TV advertising is still important at 18% more influential in Asia Pacific than in USA.

In digital for internet advertising, Asia Pacific is 26% more influential than Europe and 54% more influential in mobile promotions than in North America.

The touchpoints report also revealed word of mouth is more influential than traditional media at 12% more than TV in Asia Pacific.

In China, product placement is 39% more influential than global norm with advertorials and infomercials 15% more influential in China than globally.

Event sponsorship is 21% more influential in China versus the global norm with sports sponsorship at 17% and TV program sponsorship at 24% respectively.

ZenithOptimedia's Touchpoints ROI Tracker identifies and quantifies the value of every customer point of contact for a category and its brands, examining the role of each contact point in building brand preference and purchase intent.