TEG and Roy Morgan launch sponsorship planning & optimisation platform

The partners say the Australian media rights and sponsorship sector is worth more than $4 billion.

TEG Analytics and Roy Morgan have announced the launch of Genome Audience Planner, a next generation sponsorship planning and optimisation platform that provides the fastest and simplest way for advertisers to identify, reach and measure new sponsorship opportunities across the live sport and entertainment sector.

The partners say the Australian media rights and sponsorship sector is worth more than $4 billion. However, as an increasingly significant marketing and media channel, event sponsorship lags behind the audience science of other media.

Genome Audience Planner brings together TEG Analytics’ audience and live ticketing data of more than 14 million Australians with Roy Morgan Single Source, Australia’s largest consumer dataset for media and channel planning to profile the brand preferences and consumer choices of live audiences across the arts, entertainment and live sports sectors.

Advertisers will be able to optimise sponsorship budgets across paid, owned and earned media, identify gaps and deepen consumer engagement and shape customer experiences.

Geoff Jones, CEO of TEG, parent company of TEG Analytics, says:

“The partnership with Roy Morgan points to the exciting future direction of data analytics in the sport and entertainment sector. It is about intelligent collaboration that combines the power of leading players. That is exactly what we have achieved with the partnership between TEG Analytics and Roy Morgan.”

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