In The News
Sports & Entertainment
A look at the effectiveness of brand sponsorships with key athletes, professional sports leagues, and events.
Keep One Foot Ahead of the Competition
Wins and losses are also found off the field. Companies invest a significant number of resources in partnerships with sports leagues and advertisements during high–profile events. It’s important for brands to know whether these costly efforts substantially boost brand equity, or not.
Harris Brand Platform provides in-depth consumer data in real time. Monitor the value of your – and your top competitors’ – marketing campaigns, partnerships, and events to make data-driven decisions that move the needle.
Brand Bowl 2023 Index
Our third annual Brand Bowl index measures the tangible impact of Super Bowl advertisers’ efforts on overall brand health.
In this report, we rank brands by lift in overall brand equity, and across its four components: brand familiarity, perceived quality, purchase consideration, and perceived brand momentum, after Super Bowl LVII on February 12th, 2023.
Entertainment: An Industry Snapshot
Capturing the current state of American sports and entertainment trends.
Sports, concerts, movies, streaming services…in 2023, the entertainment options seem endless. How consumers choose to spend their free time (and their free dollars) is ever-changing.
Here, we provide a data-driven snapshot into the world of entertainment to help brands prepare for future consumer expectations.
Brand Bowl 2022 Index
Which Super Bowl ads generate the greatest lift in brand equity?
The second annual Brand Bowl report measures the impact Super Bowl ads have on brand equity for emerging and established brands. This index shows which Super Bowl LVI ads result in the largest brand equity gains and analyzes how consumers react to different marketing tactics.
This index serves as a resource for brands, marketers, and advertisers who want to ensure that their ad spend pays off.
Brands Going for Gold
Measuring sponsorships and creative at the 2020 Tokyo Olympic Games.
Harris Brand Platform’s report on the 2020 Tokyo Olympics reveals the relative impact of major brands’ sponsorships, partnerships, and advertisements on consumer perception and behavior following the games.
This index helps companies better understand the relative value of Olympics sponsorships and ad campaigns — and delivers a resource for brands, marketers, and advertisers considering participation in future Olympic Games.
NBA: The Future of Sports Branding
Explore the NBA’s powerful brand ecosystem.
This report uncovers key insights about the NBA’s core audience and how it perceives established brand partnerships with prominent players. This report reveals the powerful impact that sponsorships can have on fans’ brand perception. It also illustrates the importance of selecting a sponsor whose qualities align with your brand’s distinctive character.
Brand Bowl 2021 Index
Which brands’ Big Game investment paid off?
In our first annual Brand Bowl, we measured the impact of Super Bowl LV’s commercials on advertising brands’ equity scores. The index evaluates how consumers respond to marketing efforts, and measures which tactics are the most effective. The report allows advertisers to see the tangible impact of their advertising spend, and helps brands make strategic decisions about their future advertising initiatives.
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