ROY MORGAN has launched the Genome Audience Planner in alliance with TEG Analytics as a ‘next generation sponsorship planning and optimisation platform’.
The platform is expected to change the way advertisers in Australia identify, reach and measure new sponsorship opportunities across the live sport and entertainment sector.
According to Roy Morgan research, the Australian media rights and sponsorship sector is worth more than $4 billion a year. However, Roy Morgan chief digital officer Howard Seccombe said as an increasingly significant marketing and media channel, event sponsorship lagged behind the audience science of other media.
“As a single initiative, the Genome Audience Planner will not only validate the strength of this market, but accelerate the introduction of new brand dollars into the event sector,” Mr Seccombe said.
“For the first time this new platform will enable advertises to directly connect their target audiences with live events to build their sponsorship strategy, understand gaps and performance."
Genome Audience Planner brings together TEG ’s extensive audience and live ticketing data of more than 14 million Australians with Roy Morgan Single Source, Australia’s largest and most comprehensive consumer data set for media and channel planning. This combination on the platform will help profile the brand preferences and consumer choices of live audiences across the arts, entertainment and live sports sectors.
“The partnership with Roy Morgan points to the exciting future direction of data analytics in the sport and entertainment sector,” Geoff Jones, the CEO of TEG, the parent company of TEG Analytics said.
“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.”
By defining a particular fan base, product preference or behaviour, lifestyle or demographic, Genome Audience Planner prioritises the products or services fans prefer, or events which are best suited to a particular target audience such as a new car buyer.
For the first time, Mr Secfcombe said, the live entertainment sector can now be defined as a measurable ‘media channel’ consistent with other media like television, digital or outdoor, enabling live entertainment to play a role inside a broader advertising strategy.
Advertisers will be able to optimise sponsorship budgets across paid, owned and earned media, identify gaps and deepen consumer engagement and shape customer experiences.
“Genome Audience Planner provides a huge set of insights into the live economy – the who, what and where of fans and participants alike,” TEG Analytics and Insights general manager Andrew Reid said. “It allows sponsors and event owners the chance to build their own audience profiles and create more value for the medium.”
TEG lays claim to being Asia Pacific’s leading ticketing, live entertainment and data analytics company. TEG includes Ticketek, TEG Live, TEG Dainty, TEG Analytics, TEG Insights, TEG Digital, Softix, Qudos Bank Arena, Eventopia, Life Like Touring, The Entertainment Store, Brickman Exhibitions and TEG Asia.
RACING Queensland chairman Steve Wilson has welcomed a State Government decision to make available funds for an immediate 17 percent prize money increase for the greyhound and harness racing codes.
Mr Wilson said prize money would increase collectively by $5.5 million a year, co-funded by the Queensland Government and Racing Queensland, to be distributed according to each code’s revenue market share.
Greyhounds will receive an increase of $3.5 million, with $2 million for harness, both of which aim to progress industry viability concerns, boost grassroots participation and improve cash flow for participants and owners.
For harness, this is in addition to the increase of $200,000 in drivers’ fees which commenced in August this year.
“I would again like to thank the government for its willingness to engage with all three codes to address industry viability and long-term sustainability,” Mr Wilson said.
The 17 percent increase is consistent with the $18 million announced for thoroughbred prize money in October, he said.
Racing Queensland (RQ) CEO Brendan Parnell said RQ would now consult with representatives from greyhound and harness racing regarding the prize money allocation with a view to roll-out the increases as soon as possible.
“We have made a commitment to government to continue investigating industry reforms and sustainability measures across all codes,” Mr Parnell said.
“Once those reform measures are agreed, we will work with the greyhound and harness industries to realise a collective $2.5 million in participant increases, in parallel with the $8 million thoroughbred reform increases in 2019.”
RACING Queensland has created the ‘Country Cups Challenge’, celebrating the significant contribution country racing makes to the sporting calendar – and culminating in a $70,000 metropolitan final on one of the Summer Racing Carnival’s most popular days.
Set for Group 3 George Moore Stakes Day at Doomben on December 1, 2018, the Country Cups Challenge will bring together the winners of 16 Country Cups held across Queensland between September and November.
Racing Queensland general manager of Racing (Thoroughbred) Simon Stout said the new series was a welcome addition to the new-look and highly successful Queensland Summer Racing Carnival.
“I welcome this new series as it provides Racing Queensland with another fabulous opportunity to showcase our regional participants, who are among the country’s most talented and hard-working, to a nationwide audience,” Mr Stout said.
“While the Battle of the Bush put the spotlight on some of the bush’s most hardened sprinters, the Country Cups Challenge will act as a ‘grand final’ for Queensland’s country cups circuit.”
This new challenge complements the inaugural Battle of the Bush Series, which brought 16 sprinters from the country to the city on Sky Racing Tattersall’s Tiara Day.
Mr Stout said Racing Queensland recognised the significant contribution country racing has made, and continues to make to the wider industry and state economy.
“Country racing generates 47 percent of the $1.2 billion in economic value the Queensland industry generates each year,” Mr Stout said.
The final will be run under the conditions of a Quality Handicap (1600m) race, with qualifiers required to have competed in no less than three non-TAB races in the 12 months immediately preceding acceptance date for that qualifying race.
Like the Battle of the Bush Series, float subsidies of between $500 and $2000, depending on the region of travel, will be paid to the trainers of horses that remain in the final field after final scratching time.