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The Arena Media Networks Sponsor Scouting Report is a new monthly feature that will provide in-depth analysis on specfic sports sponsor categories with an insider's look at how a specific company within the category approaches sports marketing decisions. For more information on adding Arena Media Networks to your facility or to inquire about advertising opportunities,
click (http://www.arena-media.com) or call 212-779-2021.

Category: Insurance
Brand: American International Group
Source: Charlie Armstrong, Senior Director of Advertising and Global Branding, AIG.

Agency: 141 Premiere, the sports and entertainment sponsorship division of 141 Worldwide, will work with AIG worldwide to maximize the benefits that AIG receives from the sponsorship and will help to fully integrate the sponsorship into AIG’s overall marketing initiatives. 141 will provide consulting, strategy and concept development, and activation support for the sponsorship.

Sports Marketing Activities: AIG just announced at $99.3 million sponsorship of the Manchester United. The pact is the biggest shirt sponsorship deal in English football. All members of the Manchester squad will display the AIG logo on their jerseys in every game they play at stadiums throughout the world.

The sponsorship signals a dedicated focus in AIG’s sponsorship plan and will be at the center of the brand’s marketing activities for the next four years.

Primary Objective: The primary objective of AIG’s United sponsorship is to establish a global activation plan that includes short-term initiatives such as the club’s pre-season tour to South Africa and a season opening events program in Asia and the UK.

AIG will use the high impression rates of the jersey recognition to help grow brand awareness that will be leverage in the company’s mainstream television campaign. The aim of the strategy is to create a cost-efficient way of raising brand awareness that brand managers feel will be more effective than traditional advertising.

Target Audience: The company is using this sponsorship to tap into the United’s global audience, with the primary focus on Chinese fans.

LIFE INSURANCE ANALYSIS
Source: Scarborough Research

Adults 18+ (205,472 respondents) – Release 1, 2006 – Scarborough Multi-Market

Life Insurance Coverage: Yes

  • People with life insurance are avid college sports fans.

    - Life insured customers are more likely relative to market average to be Very Or Somewhat interested in:

    1tie. College Football - 13% more likely than market average to be Very OR Somewhat interested in College Football
    1tie. College Basketball - 13% more likely than market average to be Very OR Somewhat interested in College Basketball
    2. Men’s Golf (PGA Tour) - 12% more likely than market average to be Very OR Somewhat interested in the PGA Tour.
    3tie. National Hockey League (NHL) - 11% more likely than market average to be Very OR Somewhat interested in the NHL
    3tie. Ladies’ golf (LPGA Tour) - 11% more likely than market average to be Very OR Somewhat interested in the LPGA


DID YOU KNOW?

  • 70% of NFL fans currently have life insurance.

Homeowners/Renters insurance: Yes

  • People with homeowners/renters insurance are college football fans.

    - People with homeowners/renters insurance are more likely relative to market average to be Very Or Somewhat interested in:

    1. College Football - 10% more likely than market average to be Very OR Somewhat interested in College Football
    2tie. Men’s Golf (PGA Tour) - 9% more likely than market average to be Very OR Somewhat interested in the PGA Tour
    2tie. College Basketball - 9% more likely than market average to be Very OR Somewhat interested in College Basketball
    4. IndyCar Series (IRL) - 8% more likely than market average to be Very OR Somewhat interested in the IRL

DID YOU KNOW?

  • 45% of Olympic fans have homeowners/renters insurance.

 

Top Leisure Activities past 12 months: Life Insurance Customers

  • Leisure Activities participated in past 12 months
    1. Gardening – 49%
    2. Swimming – 37%
    3. Volunteer Work – 30%
    4. Photography – 28%
    5. Bicycling– 24%

Top DMA’s of Life Insurance customers: - Market Penetration:

  • Leisure Activities participated in past 12 months

    1. Baltimore
    - 77% of all adults 18+ living in the Baltimore DMA currently have life insurance coverage.
    2. St. Louis – 76%
    3. Roanoke/Lynchburg – 76%
    4. Norfolk/Portsmouth/Newport News – 76%
    5. Toledo – 74%

National average is 64% of all adults in the U.S. currently have life insurance coverage!!

Scarborough Research
 Study: Multi-Market 2006 Release 1 (12 Months only)
Release: Total Weight (February 2005 - March 2006)
Base: Total
Projected: 175176127 Respondents: 205472

Life insurance coverage Homeowners/ renters insurance
Cell Base Yes Yes
Total Proj 175,176,127 112,777,683 73,744,418
Horz % 100.0% 64.4% 42.1%
Vert % 100.0% 100.0% 100.0%
Index 100 100 100
Current level of interest in Arena Football League (AFL)
Very Or Somewhat Proj 8,456,922 5,325,857 3,584,304
Horz % 100.0% 63.0% 42.4%
Vert % 4.8% 4.7% 4.9%
Index 100 98 101
Current level of interest in CART/Champ Car racing
Very Or Somewhat Proj 9,264,734 5,908,428 4,102,709
Horz % 100.0% 63.8% 44.3%
Vert % 5.3% 5.2% 5.6%
Index 100 99 105
Current level of interest in College basketball
Very Or Somewhat Proj 41,088,670 29,957,485 18,832,219
Horz % 100.0% 72.9% 45.8%
Vert % 23.5% 26.6% 25.5%
Index 100 113 109
Current level of interest in College football
Very Or Somewhat Proj 53,331,733 38,823,643 24,749,487
Horz % 100.0% 72.8% 46.4%
Vert % 30.4% 34.4% 33.6%
Index 100 113 110
Current level of interest in horse racing
Very Or Somewhat Proj 17,475,248 11,200,922 7,459,809
Horz % 100.0% 64.1% 42.7%
Vert % 10.0% 9.9% 10.1%
Index 100 100 101
Current level of interest in IndyCar Series
Very Or Somewhat Proj 16,231,912 11,110,733 7,363,220
Horz % 100.0% 68.4% 45.4%
Vert % 9.3% 9.9% 10.0%
Index 100 106 108
Current level of interest in Ladies' golf (LPGA)
Very Or Somewhat Proj 12,839,507 9,212,560 5,735,058
Horz % 100.0% 71.8% 44.7%
Vert % 7.3% 8.2% 7.8%
Index 100 111 106
Current level of interest in Major League Baseball (MLB)
Very Or Somewhat Proj 57,925,646 40,027,365 25,742,758
Horz % 100.0% 69.1% 44.4%
Vert % 33.1% 35.5% 34.9%
Index 100 107 106
Current level of interest in Major League Soccer (MLS)
Very Or Somewhat Proj 11,374,857 6,103,092 4,482,778
Horz % 100.0% 53.7% 39.4%
Vert % 6.5% 5.4% 6.1%
Index 100 83 94
Current level of interest in Men's golf (PGA)
Very Or Somewhat Proj 30,770,257 22,234,476 14,135,509
Horz % 100.0% 72.3% 45.9%
Vert % 17.6% 19.7% 19.2%
Index 100 112 109
Current level of interest in Minor League Baseball
Very Or Somewhat Proj 14,422,092 9,902,089 6,244,080
Horz % 100.0% 68.7% 43.3%
Vert % 8.2% 8.8% 8.5%
Index 100 107 103
Current level of interest in Monster trucks
Very Or Somewhat Proj 12,665,681 7,445,528 4,884,803
Horz % 100.0% 58.8% 38.6%
Vert % 7.2% 6.6% 6.6%
Index 100 91 92
Current level of interest in NASCAR
Very Or Somewhat Proj 34,890,999 24,197,903 15,345,998
Horz % 100.0% 69.4% 44.0%
Vert % 19.9% 21.5% 20.8%
Index 100 108 104
Current level of interest in Nat'l Basketball Assoc (NBA)
Very Or Somewhat Proj 40,416,432 26,652,160 17,516,390
Horz % 100.0% 65.9% 43.3%
Vert % 23.1% 23.6% 23.8%
Index 100 102 103
Current level of interest in National Football League (NFL)
Very Or Somewhat Proj 76,434,559 53,732,454 34,030,045
Horz % 100.0% 70.3% 44.5%
Vert % 43.6% 47.6% 46.1%
Index 100 109 106
Current level of interest in National Hockey League (NHL)
Very Or Somewhat Proj 18,535,447 13,194,869 8,216,436
Horz % 100.0% 71.2% 44.3%
Vert % 10.6% 11.7% 11.1%
Index 100 111 105
Current level of interest in NHRA (National Hot Rod Assoc)
Very Or Somewhat Proj 12,905,460 8,488,472 5,651,761
Horz % 100.0% 65.8% 43.8%
Vert % 7.4% 7.5% 7.7%
Index 100 102 104
Current level of interest in Olympics
Very Or Somewhat Proj 91,449,094 63,107,647 40,921,724
Horz % 100.0% 69.0% 44.7%
Vert % 52.2% 56.0% 55.5%
Index 100 107 106
Current level of interest in Pro bowling (PBA)
Very Or Somewhat Proj 8,873,912 5,901,300 3,590,729
Horz % 100.0% 66.5% 40.5%
Vert % 5.1% 5.2% 4.9%
Index 100 103 96
Current level of interest in Pro Bull Riding (PBR)
Very Or Somewhat Proj 15,171,135 9,672,202 6,335,887
Horz % 100.0% 63.8% 41.8%
Vert % 8.7% 8.6% 8.6%
Index 100 99 99
Current level of interest in Pro Rodeo
Very Or Somewhat Proj 14,291,980 9,053,699 5,995,704
Horz % 100.0% 63.3% 42.0%
Vert % 8.2% 8.0% 8.1%
Index 100 98 100
Current level of interest in Supercross/Motocross
Very Or Somewhat Proj 10,595,792 6,416,266 4,270,664
Horz % 100.0% 60.6% 40.3%
Vert % 6.0% 5.7% 5.8%
Index 100 94 96
Current level of interest in Women's Nat'l Basketball (WNBA)
Very Or Somewhat Proj 10,757,331 7,017,700 4,490,716
Horz % 100.0% 65.2% 41.7%
Vert % 6.1% 6.2% 6.1%
Index 100 101 99
Current level of interest in WWE (pro wrestling)
Very Or Somewhat Proj 11,793,907 6,267,400 4,056,212
Horz % 100.0% 53.1% 34.4%
Vert % 6.7% 5.6% 5.5%
Index 100 83 82

Scarborough Research
 Study: Multi-Market 2006 Release 1 (12 Months only)
Release: Total Weight (February 2005 - March 2006)
Base: Total
Projected: 175176127 Respondents: 205472

Target: Life insurance coverage: Yes
Projected: 112777683 Respondents: 136784
Projected Base: 64.38

Activities past 12 months:  Total Pop. Total % Target Pop. Target % Index Horz %
Total 175,176,127 100.0% 112,777,683 100.0% 100 64.4%
Gardening 80,928,136 46.2% 55,724,243 49.4% 107 68.9%
Swimming 61,886,877 35.3% 42,199,250 37.4% 106 68.2%
Volunteer work 48,220,313 27.5% 33,844,592 30.0% 109 70.2%
Photography 46,277,217 26.4% 31,681,088 28.1% 106 68.5%
Bicycling 38,698,509 22.1% 26,479,760 23.5% 106 68.4%
Free weights - circuit training 35,507,144 20.3% 24,641,188 21.8% 108 69.4%
Fishing 34,958,720 20.0% 23,907,867 21.2% 106 68.4%
Bowling 34,134,504 19.5% 23,477,535 20.8% 107 68.8%
Jogging - running 35,198,922 20.1% 22,101,823 19.6% 98 62.8%
Camping 31,167,839 17.8% 20,785,906 18.4% 104 66.7%
Golf 24,013,220 13.7% 18,366,829 16.3% 119 76.5%
Sewing - crafts 25,979,795 14.8% 17,190,996 15.2% 103 66.2%
Adult continuing education 23,782,138 13.6% 16,032,964 14.2% 105 67.4%
Hiking - backpacking 22,351,581 12.8% 15,085,933 13.4% 105 67.5%
Power boating 13,157,392 7.5% 9,636,765 8.5% 114 73.2%
Casino gambling 14,051,830 8.0% 9,547,057 8.5% 106 67.9%
Hunting 10,800,772 6.2% 7,826,642 6.9% 113 72.5%
Tennis 9,821,463 5.6% 6,545,167 5.8% 104 66.6%
Snow skiing 7,781,745 4.4% 5,638,348 5.0% 113 72.5%
Aerobics 4,705,560 2.7% 2,684,823 2.4% 89 57.1%
Riding personal watercraft 2,364,121 1.3% 1,808,636 1.6% 119 76.5%
Yoga - pilates 2,626,649 1.5% 1,681,538 1.5% 99 64.0%
Soccer 4,249,920 2.4% 1,743,481 1.5% 64 41.0%
Snowboarding 2,371,615 1.4% 1,329,553 1.2% 87 56.1%
Dancing 2,079,478 1.2% 1,277,892 1.1% 95 61.5%
Sail boating 1,659,324 0.9% 1,086,700 1.0% 102 65.5%
Basketball 2,361,344 1.3% 1,177,772 1.0% 77 49.9%
Volleyball 1,388,467 0.8% 746,573 0.7% 84 53.8%
Skiing - downhill 1,067,666 0.6% 762,466 0.7% 111 71.4%
Horseback riding 960,831 0.5% 646,813 0.6% 105 67.3%
Arts & crafts 1,030,738 0.6% 652,386 0.6% 98 63.3%
Snowmobiling 742,658 0.4% 566,292 0.5% 118 76.3%
Scuba diving - snorkeling 638,873 0.4% 400,154 0.4% 97 62.6%
Motorcycling 675,983 0.4% 502,703 0.4% 116 74.4%
Water skiing 508,216 0.3% 367,886 0.3% 112 72.4%
Surfing 696,721 0.4% 378,074 0.3% 84 54.3%
Skiing - cross-country 502,669 0.3% 372,738 0.3% 115 74.2%
Playing musical instrument 502,255 0.3% 330,207 0.3% 102 65.7%
Canoeing 483,129 0.3% 342,677 0.3% 110 70.9%
Antiquing 415,997 0.2% 319,306 0.3% 119 76.8%
Snorkeling 411,413 0.2% 279,545 0.2% 106 67.9%
Scuba diving 147,177 0.1% 115,016 0.1% 121 78.1%
River rafting 158,102 0.1% 91,595 0.1% 90 57.9%
Ice skating 162,806 0.1% 98,558 0.1% 94 60.5%

 

Copyright Scarborough Research 2005
No definitions subject to reliability notification
This exported report is not MRC accreditable




This story was originally published on September 5, 2006.

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