Post on 22-Jan-2018
STATE OF THE NATION Sponsorship Market Forces in Asia
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The ASN Index: Sponsorship Spend
ASN INDEX 6% growth
YoY in ’16
9% growth forecast in
‘17
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The ASN Index: Sport/Non-sport split
Explosion of Non-sport sponsorship
looks to have run out of steam (-7% in ‘16)
Sport sponsorship
has recovered (13% in ‘16); similar forecast in ’17
Split has gone from
71/29 in ‘12 to 41/59 in ‘16
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The ASN Index: Sponsorship Volume
The number of deals has increased in line with value (5% YoY in ‘16)
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ASEAN+HK: Average Deal Values
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Insight: more Sponsorship
platforms emerging but investment
not following suit
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Category Spend: Predictable (’12-’16)
Outliers (+ve) Retailer: 5.1% to 7.4% Pharma: 1% to 2.2%
Outliers (-ve) Telco: 6.3% to 4.4%
Cons. Electronics: 5.2% to 3.7%
Photographic Equipment: 1.3% to 0.5%
Top 5 categories have not changed rank in last 3 years (All platforms; all markets)
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Where is Content & Sponsorship heading?
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Sponsorship Vs Traditional Media: Asia
Sponsorship’s share of All Media spend in Asia eased from 6.2% to 5.7%
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