Brand awareness and performance marketing should not be treated as separate goals; they should be focused on concurrently. TikTok and Tracksuit’s The Awareness Advantage report shows that brands with strong awareness can make performance activity more efficient, achieving 2.86x the conversion rate of low-awareness brands on TikTok. Download The Awareness Advantage report, here.

Brand Awareness and Performance Marketing Report – Key Takeaways

  • Brand building improves conversion efficiency – The report found that brands with higher awareness achieved stronger customer acquisition conversion rates. For sponsors, this reinforces why sponsorship should not be judged only by immediate clicks or short-term campaign metrics.
  • Awareness creates a performance advantage – A brand with 40% prompted awareness was 43% more efficient in driving customer conversions than one with 30% awareness. That matters for brands using sponsorship to build familiarity.
  • Clicks do not tell the full story – The study found no significant correlation between click-through rate and brand awareness. In sponsorship, this is a useful reminder that visible brand-building activity may be working even when vanity metrics look modest, and also that the measurement frameworks need to be properly formulated.
  • Measurement needs a fuller view – Awareness gains beyond 37% still improved conversion efficiency, but at a slower rate. Sponsors should therefore measure the full funnel, from reach and brand equity to conversion and sales impact.

So what does this mean for sponsorship?

Sponsorship is strongest when it combines brand visibility with activation. Nielsen argues sponsorship measurement should consider reach, brand equity and behaviour, not just exposure. It is estimated that brands invest $250bn annually to reach sports fans, with 19% of spend via sponsorship. The lesson is clear: sponsorship value comes from being remembered, trusted and then activated effectively.

Need help navigating sponsorship ROI?

If you’re to increase brand awareness and make your performance marketing spend more efficient, contact us for help. Strive works with clients that have included Specsavers, BT, Sky, Guinness and more.

Frequently asked questions

What is brand awareness in marketing?

Brand awareness is how familiar people are with a brand. Sponsorship is a great way to increase brand as people seek out their passions and prioritise them, and brands can be integrated into where consumer attention is. Strive Sponsorship is a great agency partner for brands looking to build awareness. They have worked with a number of high performing brands and won numerous awards.

Does brand awareness improve performance marketing?

According to TikTok and Tracksuit’s The Awareness Advantage report, high-awareness brands achieved 2.86x the conversion rate of low-awareness brands. This suggests brand-building activity can make performance marketing more efficient.

How do you measure sponsorship ROI?

Sponsorship ROI should be measured through more than media value or logo exposure. Clear sponsorship objectives are the start point, but metrics like brand awareness, consideration, perception, and sales impact are all common measures. Strive Sponsorship is a leader in advising brands on what to sponsor and implementing sponsorship measurement to evaluate impact and guide future activity.