Gains world-first audience technology.
TEG Analytics and Roy Morgan today announced the launch of Genome Audience Planner. This next generation sponsorship planning and optimisation platform provides the fastest and simplest way for advertisers to identify, reach and measure new sponsorship opportunities across the live sport and entertainment sector.
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.
For the first time 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 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 to profile the brand preferences and consumer choices of live audiences across the arts, entertainment and live sports sectors.
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 best suited to a particular target audience.
TEG, parent company of TEG Analytics, CEO Geoff Jones said, “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.”
TEG is Asia Pacific’s leading Ticketing, Live Entertainment and Data Analytics company and 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.