Which metric measures changes in brand perception following a sponsorship activation?

• A. Brand lift
• B. Click-through rate
• C. Churn rate
• D. Page views

Answer: (B)

Brand lift is the measure you use to see how people’s perceptions of a brand change after a sponsorship activation. It captures shifts in awareness, attitudes, and brand associations that result from the sponsorship, usually by comparing responses from those exposed to the activation with those who weren’t, or by comparing before and after the activity. If more people feel positively about the brand, recall it more readily, or say they would consider it in a purchase thanks to the sponsorship, that uplift reflects the impact on brand perception.

The other metrics don’t fit this purpose. Click-through rate tracks how often people click on an online ad, which reflects immediate engagement with the ad rather than changes in how the brand is perceived. Churn rate measures how many customers stop using a product, a retention metric rather than perception. Page views measure how much traffic a site receives, not how the brand is perceived after the sponsorship.