September 26th, 2021, Nabilla Ramadila
Indonesia is almost on its second anniversary since the patient zero of COVID-19 was documented in March 2020. After battling with two waves, the country now seems to come back strong. Borders and lockdowns are easing. Even the long-awaited sports event of the nation is finally held on the field. The once in four years event, Pekan Olahraga Nasional or PON, was postponed from its original schedule in 2020. But this October, the event will take place on the easternmost island of the nation, Papua.
Sports events are always identical to plenty of prestigious sponsors. But how are those advertisements or sponsorships perceived by consumers? Are those investments effective enough to influence their purchase decision?
YouGov asked Indonesians who ever watch sports events about their outtakes on advertisements and sponsorships they see during the events. The analysis reveals that 86% of them noticed the advertisements or sponsors that appeared, and 34% of them always or pay attention close enough and remember the names of those sponsors.
Download the full infographic here to understand the impact of advertisements and sponsorships to Indonesian consumers' purchase journey and other interesting findings.