Saturday, 22 November 2014

The extra analysis ASN can do for you, offline

We are often commissioned to produce reports for clients who need more complex analysis of our data. We've produced:

  1. Market Snapshots: for deeper understanding of singular markets, vs. the ASN Index (rest of Asia)
  2. Competitor studies: for strategy reports to management
  3. Rights Holder studies: in a way, also competitor studies

Our back-end offers a few more ways to cut the data which can unlock more insights than the front-end. Here are some of the different outputs that can go into the reports:

  • Sport vs Non-sport splits. Useful for market sizing and competitor studies
  • Spend by "Genre". As in our Annual Report, this segmentation charts macro money moves across ASN's 5 major 'buckets' of data:
    • Event-based activity
    • Annual Properties (that last the whole year round)
    • Celebrities & Teams
    • Content, and 
    • Stadia
  • Comparisons of 3> queries. For bigger competitive sets
  • Year-on-year splits. Instead of absolute numbers available on the front end, we can show YOY movements in percentage terms 
  • Agency/broker splits. Where we can, we tag the media agency, creative agency or any intermediary agency involved in broking a deal. So we can show you the most productive agency partner. Useful for both brands and rights holders... 

ASN also then adds its own interpretation of the trends - including "insider knowledge" to explain unconventional market movements - so that the data in each report is complimented with insightful editorial explaining the 'why' behind the trends.

So if you're a subscriber, and you need even more specific analysis, drop one of the ASN team a line (or via the generic email and we'll either provide these insights f.o.c. if it's a simple data run, or at a discounted rate if it's more complex. Non-subscribers are charged at full analyst rates.

Thank you/ Team ASN

Wednesday, 1 October 2014

So, what CAN I do with ASN?! Advanced Tips & Tricks...

We like to think ASN is a pretty intuitive system to analyse the complexities of the Asian Branded Content & Sponsorship marketplace. But if you need some clues as to how our users it - the tips & tricks if you like - here is a quick run-down of advanced user cases:

Sell-side strategies:
- check the seasonality of a brand's investment
If a brand has a clear spending pattern (e.g. all their spend is loaded in Q2, as would be shown on the topmost chart of the Dashboard), there's no point trying to sell a Q4 platform as it clearly doesn't fit their Sponsorship strategy or budget cycles... Either that or be prepared to move the timing of your platform

- see if a brand has money in their back pocket
On the Deals Listing tab, look for a 'Withdrawal' tag which signals that a brand has not spent money with a particular platform. This could be because the Sponsorship has reached its natural term (and therefore it could be a good time to approach them) or due to more negative reasons (in which case, leave them alone!). Only a phone call will uncover this

- pitch to a sponsor in advance of a contract renewal
If you have targeted a brand - maybe because it is already sponsoring a similar platform - again on the Deals Listing tab, check the Expiry Date column and sell in advance of that date. You can of course filter the Deals Listing by date to be more targeted with this strategy

Buy-side/agency strategies:
- in which markets should I focus my Sponsorship spend?
Chart 2 on the Deals Listing shows you where the competition is spending. Notwithstanding other business factors, this could give you direction as to where the green-field opportunities lie

- audit your local markets' spend
Either on an aggregated or an individual basis, see what's happening at a hyper-local level

- how long has the competition blocked me out?
On the Deals Listing tab, you can now see the future - 5 years in advance - and the Expiry Date gives you the published contract expiry date

- do I need to shift the timing of my investments?
If the competition is executing deals at the same time as yourself, then they are cannibalising column inches and social conversations. If you have the flexibility to move a Sponsorship campaign/platform... then our Analytics can show you quieter periods

Friday, 16 May 2014

The ASN definition of Content

The ASN definition of Content
For ASN, the definition of Content is very broad and there is even more confusion with the arrival of another marketing term – ‘Content Marketing’. To clarify the confusion – and at the same time illustrate which type of brand activity ASN captures in our ‘Content’ Genre – this is our position (and we will just use the term “Content” for simplicity’s sake).
Content activity qualifies for inclusion in ASN’s databases if it is paid content (not paid media, although we will include that value if it's bundled in), usually with a partner to help deliver the activity. It can appear in the following guises:
  • Original ‘television/video’ content created and scripted for a brand, distributed on TV, Online or Mobile, i.e. Branded Content
  • Media sponsorship (Television) – in its simplest form, this is signalled by a “This programme is presented by BRAND” tagline. In some countries, this sits as stand-alone activity or as the result of a bonus awarded for a bulk advertising purchase. Sponsorship purists would disagree that this is a true sponsorship. But in the majority of markets, media sponsorships are often just one facet of a multi-faceted Content deal and are therefore more authentic. Therefore, ASN includes this media activity to address the majority of cases. In India, ASN’s values are a proportion of the advertising spend that are the source of the bonus.
  • Media sponsorship (Online) – e.g. a ‘takeover’ or co-branding of a digital publisher’s channel, or sub-section of a channel
  • Branded app or widget
  • Product placement
  • Content licence deal – a simpler deal which often looks like the purchase of Intellectual Property rights – imagery, music, clips – for brand promotions or consumer contests
The only variant we don’t capture is (short-form) editorial Content that is owned and/or earned and it normally does not have a partner platform. For ASN, this is Content Marketing, e.g.
  • posts created for a brand’s own website or social channel
  • a white paper authored wholly by the brand, hosted on its own website or social channel 

Friday, 7 February 2014

Our Categories... all 62!

And in case you need to have a helicopter view of all of the Industry Categories that we have tagged in the database, to help you search, here you go

Then check out the ASN Annual Report on our website to see which one is the biggest spending category, and which one gets the wooden spoon!

If you need live trends, sign up. It's a few clicks away at

Alcoholic Beverages
Alcoholic Beverages: Beer
Alcoholic Beverages: Liquor
Alcoholic Beverages: Wine
Apparel: Non-Sport
Apparel: Sport
Beverages (non-Alcoholic)
Beverages (non-Alcoholic): Carbonated Soft Drinks
Beverages (non-Alcoholic): Dairy
Beverages (non-Alcoholic): Isotonic:Energy
Beverages (non-Alcoholic): Tea:Coffee
Beverages (non-Alcoholic): Water
Business Services
Business Services: Legal NEW: Feb 2016)
Charity: NGO
Consumer Electronics
Consumer Electronics: Audio Specialists (NEW: May 2015)
Consumer Electronics: Personal Computing
Consumer Electronics: White Goods (NEW: July 2015)
Financial Services
Financial Services: Credit Card
Financial Services: Insurance
Financial Services: Payment Systems
FMCG: Confectionery
FMCG: Consumer Products
FMCG: Cosmetics & Toiletries
FMCG: Foodstuffs
FMCG: Haircare
FMCG: Luxury
FMCG: Oralcare
Government Body
Government Body: Tourism
Manufacturing: Furniture (NEW: July 2015)
Petrochemical: Paint (NEW: July 2015)
Photographic Equipment
Real Estate
Retailer: Convenience (NEW: July 2015)
Retailer: Cosmetics & Toiletries
Retailer: Fast Foods (QSR)
Retailer: Foodstuffs
Retailer: Gym (NEW: July 2015)
Retailer: Fashion & Luxury 
Retailer: Furniture (NEW: July 2015)
Retailer: Online
Retailer: Restaurant & Cafe
Retailer: Sports Equipment (NEW: July 2015)
Rubber (Tyres)
Sports Equipment
Telecommunications: Handsets
Telecommunications: Network

Wednesday, 22 January 2014

Our Platforms

Sometimes we get feedback from users who say they need an overall view of which platforms (sports or non-sports) we have in the ASN Database. If you're a subscriber, you can always check the "Platforms" drop-down when you begin searching.  But if you're not a subscriber - or you want to check the list in its entirety - here it is below

If you want more insights - eg which platforms are growing/ flatlining/ declining in any given year - check out the ASN Annual Report (available by contacting us at which is full of insights from the past full calendar year

TIP: Many platforms have "sub-platforms" which allow you to search even deeper than what you see below...

Branded Content: Device (renamed November 2015)
Branded Content: Movies
Branded Content: Online Content
Branded Content: TV
Celebrity (non-sport) *Sporting celebrities are listed under their Sport platform
Classical Music: Opera
Community: Societal
Conference: Expo
Dance: B-Boy
Dance: Ballet
Electronic Sports
Environmental: Nature
Fashion Festival
Festival: Parade
Food & Beverage
Galleries: Museums
Music Concert
Music Contest
Venue (renamed Jan 2016*Sports venues are listed under their Sport platform
Venue (renamed October 2015)


American Football
Board Games
Body Building
CueSports (renamed June 2015)
Extreme Sports
Ice Hockey
Ice Skating
Martial Arts
Rugby League
Rugby Union
Table Tennis
Winter Sports


We think we've covered all the bases, but we welcome any feedback from subscribers should you wish to refine any of the categorisation. Email us at

Good hunting! Team ASN

Sunday, 29 December 2013


We've listed below the common terms and definitions that ASN uses within our dataset:

  • Category - the recognised industry category for the Sponsor. Sub-category gives you break-down options within the selected Category
  • Holding Company - the recognised owner of the Sponsor brand. In many cases, the Holding Company is the same as the brand
  • Platform - the type of the event. And Sub-platform gives you break-down options for the selected Platform
  • Property - the name of the event, team, celebrity, television show etc
Status - an indication of the contract status of each deal:
  • New - a first time deal. Sometimes you will see this ‘- - - - - - -‘ which means ASN has seen the deal for the first time but we suspect it might not be a first-time deal
  • Lifetime - used in rare occasions where the sponsor is indelibly linked to the platform and/or probably has been for a long time e.g. Bridgestone Museum of Art in Japan
  • Renewal - a renewed deal
  • Reduction - the sponsor has reduced in status in the hierarchy
  • Ongoing - the middle year(s) of a multi-year deal
  • Settlement - a deal is cancelled prematurely 
  • Withdrawal - a deal that has terminated 
Type - an indication of the sponsor’s position in a family of sponsors for any given platform. This is not rigourous, but offers a relative scale of how sponsors rank versus each other:
  • Title – the topmost sponsor position and only used when the sponsor appears in the Platform's name - e.g. Barclays Premier League
  • Presenting – a slightly lower position, used for the most high-ranking sponsor that isn’t in the name. The status is often telegraphed by the tagline ‘PLATFORM presented by ABC’
  • Endorsement – used for a Celebrity sponsorship
  • Foundation – used as the default status for government sponsorship or for very long-term sponsors (often paired with the ‘Lifetime’ Status)
  • Licence –  sponsorships where the brand only receives basic IP rights, e.g. image rights for on-pack branding etc.
  • Product Placement - a deal where we have seen product placement rights (in content), but no other rights
  • Official, Supplier - lower sponsor positions
  • Media - a media partner, often barter value
Platform definitions
  • Branded Content: TV - any non-sport content sponsorship on traditional television. The sponsorship of sporting content is categorised under the sport itself
  • Branded Content: Online Content - any non-sport content sponsorship in the digital domain. Again, sponsorship of 'digital' sporting content is categorised under the sport itself
  • Branded Content: Movies - a movie sponsorship (i.e. when the movie is in the cinemas and the brand is inside the movie). Often accompanied by a 'Product Placement' type
  • Branded Content: TV/ Movies - when the movie has moved onto traditional TV and the brand appears around the movie
  • Celebrities - Sporting celebrity endorsements are listed under their recognised sport (Platform). Any other celebrity endorsement is listed under 'Celebrity (Non-sport)'. Eg Sachin Tendulkar will be found under the Platform 'Cricket', but Jackie Chan will be under Celebrity (Non-sport)
  • Athletics & Olympics - Any athletics platform under the IOC or a local Olympic Committee's authority is classified as Olympics; all other platforms are classified as Athletics
Please also see our other post "The ASN definition of Content" for more on this topic

ASN only lists deals that take place in Asian markets excluding Central Asia, Middle East and Oceania (Australia, New Zealand and the Pacific Islands)

When you see a platform that is in the "Pan-Asia" territory, that means that it touches down in multiple markets not a singular Asian market. Sponsorship of a television show on a regional beam on a cable network would be a good example. Pan-Asia is not broken down further so the cluster could be SE Asia, North Asia, South Asia... or simply 2 geographically distant markets 

In ASN reports, we often plot the flow of money into 5 more macro 'genres' of Sponsorship. These break down the sponsorship activity into 5 different types of execution so we can see investment trends in more breadth:

  • Celebrities & Teams, e.g. Jackie Chan, Sam Tsui, Chinese National Table Tennis Team, Cristiano Ronaldo (Asia-only endorsements)
  • Events - short-term event-led platforms (usually under 2 weeks), e.g. the SEA Games (10 days), a Formula 1 Grand Prix (4 days), a music concert (1 day)
  • Content - content-led sponsorship, across any screen. See above for examples
  • Venue - venue-based sponsorship, e.g. Singapore Sports Hub, Bridgestone Art Museum 
  • Annual Properties - longer-term platforms that last for a 'season' and which are not any of the above, e.g. National Olympic Committees, football leagues, orchestras

Monday, 25 November 2013

Warming up

Dear Sponsorship Industry Professionals

The team @ ASN (Asia Sponsorship News) are just starting to create this blog so bear with us

The starting idea is that this will be a glossary of our jargon, and a how-to guide for the website

We'll come back to you soon. Meanwhile, don't forget to sign up for our free newsletter (via and/or our follow us @asiasn to stay on the pulse of our news and insights from around the region. 

Team ASN