Sports sponsorship-stable increase in 2009

3rd February 2010

Despite the economic crisis, which has caused among other things a large decrease in expenditure on conventional advertisement, the sports sponsoring market has kept its growing tendency. Plus, Orlen, Orange and Lotos maintained the leading positions. These companies have been using Polish sport as an effective platform for brand communication for years. The role of State Treasury Inc., which professionalized their sponsorship activities last year, is constantly rising. The decree of the Minister of the Treasury had some influence on this.

BZ WBK and Compensa gave 1.75 million PLN to charity

25th November 2009

Research on sponsors logo exposures during the last two games of the Polish national football team showed that the area donated by Bank Zachodni WBK and TU Compensa for charity organizations was worth 1.75 million PLN. After the famous decision of both sponsors about cessation of identification with Polski Związek Piłki Nożnej (Polish Football Association) the area and time...

The value of sponsorship in October: 202.6 million PLN

20th November 2009

TV research in October showed the presence of 1494 various brands/sponsors and more than 300 thousand of their effective TV exposures, whose total commercial value was estimated at 202.6 million PLN. The recorded exposures applied to 41 sports. The largest number of various sponsors exposed their logos in football, speedway and volleyball. Adidas, Orlen, Nike, Puma and Fiat advertised in the largest number of sports

Product placement in Tour de Pologne 2009

30th October 2009

The TV communication research, which was conducted during the 66th Tour de Pologne, showed that among technical cars the most broadcasted time was gained by FIAT (almost 1.5 hour), next were Skoda and Kia. Every clear car exposure on TV lasting at least 1 second was evaluated. The value of all technical car exposures was estimated at 600 thousand PLN.

Plus and Orlen are the brands of September

26th October 2009

Women's European Volleyball Championship and Eurobasket 2009 dominated sports TV communication related to brand exposures in September. Plus brand was once again in the first position, but worth notice is also PKN Orlen. Orlen's decision of taking part in both sports events led to a great media result. Almost thirteen thousand effective Orlen exposures total in both disciplines and 2.8 thousand exposures of Stop Cafe (also Orlen) resulted in more than 750 minutes of broadcasted time

Plus first in August

22nd September 2009

The August rankings of sponsors' exposures was dominated by Tour de Pologne. The value of brand exposure during this event exceeded 50 million PLN, which places this competition in the first position among other sports events which are organized cyclically during the year in Poland. All programs, where brands related to Tour de Pologne were showed, gathered a total of 147 million viewers.

The value of the first round Polish top league: 4 million PLN

25th August 2009

Exposure evaluation on the first round of Polish top league in open channels showed over 1600 effective sponsorship exposures with 4 million PLN total value. Adidas, Królewskie, FIFA and Bet-at-Home profited most between 31st July and 3rd August

N Television made the most profit on brand exposure on t-shirts

20th July 2009

N Television profited most among all sponsors on t-shirt brand exposure during top league season 2008/2009. Pentagon Research analysis valued sports teams outfits at 23 million PLN in total

Robert Kubica-value decrease

2nd July 2009

Evaluation of sports sponsorship effectiveness over TV during GP Formula 1 season 2009 resulted in decrease in brand exposure in BMW Sauber Team. First GP in Australia showed the best results between March and May (1.72 million PLN compared with 0.6 million PLN during GP in Monaco in May) GP race in Australia (29th of March) had 2.5 million TV viewers, while GP Monaco (24th of May) had 1.8 million TV viewers.

Sponsorship value in the Polish top league season 2008/2009: 170 million PLN,

26th June 2009

Brand exposure research on Polish football the top league conducted between September 2008 and May 2009 resulted in 170 million PLN total exposure value. 123 thousand exposure records were noted. 414 various brands were monitored. Best exposed brands: Ekstraklasa, Warka and Adidas

Sponsorship value estimation in April: 112 million PLN

9th June 2009

Evaluation of sports sponsorship effectiveness on TV in April resulted in 815 TV programmes with effective brand exposures. Total audience in April was 543 million viewers. The exposure value of exhibited brands was estimated to be over 112 million PLN- this would have to be paid by sponsors for traditional advertising

Robert Kubica-the sponsorship value during the first GP in season 2009

26th April 2009

Pentagon Research conducted research on sports sponsorship TV effectiveness at the first F1 race in this season (27-29 March). It showed that brand exposures presented by Robert Kubica appeared in 59 TV programs

Lech Poznań is the most valuable brand in Polish football!

1st April 2009

In the days from 22 to 24th March 2009 Pentagon Research in cooperation with Wirtualna Polska conducted the FootballBarometr.Spring2009 research. 2000 respondents took part in the survey. The results showed that the most valued football brand in Poland is Lech Poznań.

The value of the first round of the Polish football top league: 1.2 million PLN

19th March 2009

The research on the first spring round of the Polish football top league in open channels showed more than 1000 effective exposures of sponsors, the total value of which was estimated at 1.2 million PLN. Most benefited such brands as: PGE, Ekstraklasa, Warka, Puma and Bet-At-Home. Almost 3/4 of all effective exposures were exposed on sportsmen

Use of hypnosis in marketing research

18th March 2009

Pentagon Research conducted a cycle of research related to the use of hypnosis in marketing research in January 2009 in Wroclaw. The hypnotic regression technique was applied in the research. This technique consists in bringing respondents into a hypnotic state and next in returning to the memory of past events. The respondents describe their experiences as if they were experiencing them again.

Internet.Media.Track.03/2009

17th March 2009

In the days from 7 to 8th March 2009 Pentagon Research in cooperation with Wirtualna Polska conducted Internet.Media.Track.03/2009 research. The results showed that 42 percent of the internet user listen to radio RMF FM. Next positions took Radio Zet (33%) and Radio Eska (23%). 1076 respondents took part in the research

Product placement in Polish serials

2nd March 2009

In product placement research on Polish TV serials conducted in the days from 1 to 7th February 2009, the total exposure value of products/brands was estimated at more than 680 thousand PLN. Serials on the four main Polish channels (TVP1, TVP2, TVN, Polsat), which were shown from 4p.m. to 10 p.m, was taken into consideration. Only real products existing on the market were assessed. Ranking was dominated by motorization brands and drinks. The most frequent and longest exposures of products were noticed in TVN

January 2009: Month of Skijumping and Handball

26th February 2009

Almost 120 thousand of sponsors' effective exposures, which total value was estimated at more than 170 million PLN were counted in January sports sponsorship effectiveness research. Brands exposed at skijumping events are in the lead; however, the winning streak of the Polish handball team caused an increase in interests in handball.

Sports sponsorship-year 2008

28th January 2009

The total value of TV sports sponsorship exposures was estimated at 1.65 billion PLN. In comparison to previous year, it is an increase of 68 percent. In media Polkomtel, Lotos and Telekomunikacja Polska gained the most from sponsorship in 2008.

Leo Beenhakker and Nokia

8th December 2008

In the last football.barometer research conducted by Pentagon Research, 40 percent of respondents stated that Leo Beenhaker owns a private mobile phone of Nokia brand and 18 percent that it is a Sony Ericsson.

Beer market

2nd December 2008

Harnaś, Warka and Tyskie are beer brands, which were most frequently shown in sports event TV programs from January to October 2008. Carlsberg, Grupa Żywiec and Kompania Piwowarska, which have been supporting sports for years, found themselves in second place this year.

Maja Włoszczowska-large increase of popularity

1st September 2008

The research conducted by Pentagon Research in the days from 25 to 26th August 2008 on a representative sample (N=500) of Polish adults showed that 87 percent of Polish people have heard about Maja Włoszczowska winning a silver medal at the Olympic Games in Beijing.

New wave of SPORT FAN TEST research

3rd April 2008

In February Pentagon Research in cooperation with Wirtualna Polska conducted online research on a group of 4370 internet users, who declared their interest in sports
The research was based on an online survey form, the goal of which was the description of the Polish sports fan. Respondents were asked for example to indicate:
- their favourite sports,
-most popular and respected Polish athletes
- brands associated with the
sponsorship of Polish sport

Sports sponsorship in February: 132 million

26th March 2008

In sports sponsorship research, which was conducted by Pentagon Research in February, all TV communication was taken into consideration, in which sports sponsors' logos in Poland were exposed. Sports, in which sponsors gained most of TV communication, were football, men's volleyball and skijumping. The third position of skijumping in the winter month is a surprise after a couple years of domination.

POLSAT-the largest potential in product placement

25th February 2008

Pentagon Research examined serials in the four main TV channels in terms of products and companies logos presence in January 2008. The total results of time and value of exposures showed that the largest potential of product placement had serials broadcasted in Polsat. The total exposure time of products in Polsat serials would cost almost 2 million PLN

Łączne wyniki pomiarów ekspozycji zarówno pod względem liczby, czasu, jak i wartości medialnej wykazały, iż największy potencjał tej formy przekazu reklamowego zawierały seriale emitowane w Polsacie. Łączny czas poświęcony ekspozycjom produktów w serialach w tej stacji kosztowałby reklamodawców niemal 2 mln złotych.

1 billion PLN-the value of Polish sponsoring in 2007

29th January 2008

The total value of sports sponsors exposures on TV was estimated at 983 million PLN. In comparison to last year, it is an increase of more than 20 percent. Most exposures were broadcasted in the Polsat group channels (1.13 mln); however, the largest audience and the the highest value were gained by exposures on public TV channels, next Polsat and TVN.

Plus GSM and TP SA are leading in Sports sponsorship-November 2007

19th December 2007

During the November sports sponsorship effectiveness research, the largest share from TV channels had public TV channels. The brands Plus GSM (volleyball) and TP (football) dominated among all sponsors.

"Magda M" most effective in product placement

2nd December 2007

The research conducted by Pentagon Research in the days from 12 to 19 November 2007 showed that the serial "Magda M" was most recognizable title The serial "Na Wspólnej" took second place in the ranking and "M jak Miłość" third.