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Roy Morgan kicks off live sports sponsorship platform
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.
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