Survey of Sponsorship of Cultural Events and Activities
Contents
| Foreword
| Introduction
| Analysis
| Total Responses
| Sample Survey Form
Appendix 1: Total ResponsesTOTAL RESPONSES
This appendix gives the total number of businesses responding to each option within each question. In some questions, respondents could tick more than one answer. Numbers are also provided for the businesses that chose to comment in their own words when provided the opportunity in the questionnaire.
Question 1
In the last three financial years (1996 to 1999), which of the following has your business contributed to through sponsorship?28 arts festivals (whole festival, single festival event)
26 provision of services (eg legal or financial services) free or at reduced cost
24 single productions or performances by an arts or cultural group
23 operational costs of a cultural organisation
22 annual season of performing arts (eg subscription series of an orchestra or theatre etc)
22 exhibitions (touring or not)
20 cultural competitions, awards, prizes
15 educational arts or heritage projects
12 cultural scholarships
10 infrastructure, or equipment for a cultural organisation
8 international tours by NZ performers, artists or international exhibitions of NZ work
7 promotional tours by artists, writers, etc
6 capital cost of a cultural organisation
6 other cultural events or activities
12 businesses answered "none of the above" and were routed straight to Question 7.
Question 3
About how much of your sponsorship budget over the last three financial years was committed to cultural sponsorship activities such as those listed in question 1?
1996-97
3 none 28 up to 20% 5 21 - 40% 3 41 - 60% 7 61 - 80% 7 more than 80% 53 Total
1997-98
2 none 31 up to 20% 3 21 - 40% 4 41 - 60% 7 61 - 80% 7 more than 80% 54 Total
1998-99
2 none 32 up to 20% 1 21 - 40% 6 41 - 60% 6 61 - 80% 8 more than 80% 55 Total
Question 4
When your business is deciding whether to sponsor a cultural activity, how important is each of these factors?
The desire or opportunity to:very important
quite important
of little or no importance
reach a particular market segment
33
16
6
Increase brand awareness
34
16
5
associate your business with creative work
14
18
19
associate your business with tradition
4
32
32
associate your business with a particular cultural organisation or type of activity
13
24
15
associate your business with an activity or event that is of international significance
5
15
32
associate your business with an activity or event that is of national significance
21
23
10
associate your business with an activity or event that is of local significance
19
21
15
get television exposure
9
14
29
be the sole sponsor, or one of a small number of sponsors
28
15
10
provide client hospitality
27
22
8
serve the public
19
28
7
support personal interests of your management or board members
1
17
34
Question 5 (a)
When your business is deciding whether to sponsor a cultural activity or organisation, what weight do you give to whether that activity/organisation is getting funding from central government or a central government agency?
41 none at all
11 may make us less willing to sponsor it
4 may make us more willing to sponsor it
Question 5 (b)
This allowed businesses to comment, if they wished, on the way they had answered question 5 (a). In total, 16 respondents provided comment.
Question 6 (a)
When your business is sponsoring a cultural activity or event, does your business want to have some say about its content?
23 never
30 in some circumstances
2 always
Question 6 (b)
This allowed businesses to comment, if they wished, on the way they had answered question 6 (a). In total, 17 respondents provided comment.
Question 7
In the next three financial years (1999-2002), which of the following do you think your business might contribute to through sponsorship?
35 performing arts (series, or single productions)
27 provision of services (eg legal or financial services) free or at reduced cost
27 arts festivals (whole festival, single festival event)
21 cultural competitions, awards, prizes, or scholarships
21 exhibitions (touring or not)
18 operational, capital or infrastructure/equipment costs of a cultural organisation
18 other cultural events or activities
15 educational arts or heritage projects
11 international tours by NZ performers, artists or international exhibitions of NZ work
6 promotional tours by artists, writers, etc
12 businesses answered "None of the above" and were routed straight to Question 14
Question 9
Over the next three financial years, about how much of your sponsorship budget do you think will be committed to cultural sponsorship activities such as those listed in question 7?
1999-00
2 none 29 up to 20% 4 21 - 40% 5 41 - 60% 6 61 - 80% 7 more than 80% 53 Total
2000-01
2 none 28 up to 20% 6 21 - 40% 4 41 - 60% 6 61 - 80% 6 more than 80% 52 Total
2001-02
3 none 28 up to 20% 4 21 - 40% 4 41 - 60% 6 61 - 80% 7 more than 80% 52 Total
Question 10
Comparing the next three years with the last three years, is your business’s sponsorship of cultural events likely to:
10 increase
32 stay about the same
7 decrease
7 don’t know yet
Question 12
Those businesses that answered "decrease" in question 10 were then asked:
Which of the following has influenced your business to make that change?
5 state of the economy
7 will be sponsoring other things
1 dissatisfied with what the business got from past sponsorship
7 other factors
Businesses answering "other factors" were asked to state what these were. In total, 8 respondents provided comment here, including 3 who had ticked other answers to the question.
Question 13
Those businesses answering "will be sponsoring other things" in question 12 were then asked:
Please show what events you think your sponsorship will be linked to (directly or indirectly).
0 Americas Cup
2 Olympic Games
2 Millennium events
3 other major sporting events
4 other
Businesses answering "other" were asked to state what these were. In total, 4 respondents provided comment here, including 1 who had ticked another answer to the question.
Question 14 (a)
Now a more general question about sponsorship of cultural events and activities. Over the next three years (1999-2002), what do you think is likely to happen to the amount of sponsorship of cultural events and activities by NZ businesses?
10 increase
22 stay about the same
23 decrease
9 don’t know
Question 14 (b)
This allowed businesses to comment, if they wished, on the way they had answered question 14 (a). In total, 23 respondents provided comment.
Question 15
This question invited businesses to comment on any of the issues asked about in the questionnaire. In total, 16 respondents provided comment.
