Aivanta · Sponsorship value report
Consumable × The CMO Series
Founding Sponsor · 11 May 2026 – 8 Nov 2026 · 26 weeks live · 100% share of voice · $110,000 invested
$5.00
per marketing decision-maker reached across 26 weeks.
22,000 verified subscribers to the Authentic newsletter, reached across 14 consecutive issues under a presenting credit, with no competitor present in any position. The nearest purchasable equivalent — a tier-one conference sponsorship — costs $150,000–250,000 to reach 800–2,500 in-audience attendees across three days.
Delivery
What ran
29 confirmed placements across three properties. Every position carried the Consumable credit; none were shared with another sponsor.
14
consecutive issues as presenting sponsor
6
CMO interviews carrying sponsor attribution above the headline, plus a persistent landing-page lockup
8
verified LinkedIn posts naming Consumable
7
indexed pages carrying the credit and a live link, in perpetuity
Reach
Cumulative reach over the window
133,834 impressions have been counted under the Consumable credit since 19 May. That means every newsletter send, interview page, and LinkedIn post with reported view data has been added to a running total.
Because each placement added to the total rather than replacing the last, the number keeps climbing over time. The chart below shows when each new batch of impressions landed and how the running total grew.
133,834
total impressions counted
5,147
average new impressions per week
26
weeks the sponsor credit has been active
Audience
Who that reach is made of
Verified attendee database, Brand Storytelling and Elevate, 2022 to 2026. Reach is worth what the room is worth — this is the room.
908
companies represented
266
brand-side organisations
58%
VP level and above
39%
from Fortune 500 companies
27%
from the Fortune 200
Title level
Audience composition
Industry 46% · Brand 31% · Sponsor 15% · Guest 8%
Brands in the room
Amazon · Google · Meta · Microsoft · Adobe · Qualcomm · PepsiCo · Coca-Cola · Procter & Gamble · Starbucks · Nike · AbbVie · Delta Air Lines · Southwest Airlines · Marriott International · Hilton · Expedia Group · Airbnb · Netflix · Warner Bros. · TJX · The North Face · Charles Schwab · John Deere — plus 242 more brand-side organisations.
Valuation
What it was worth
Four layers, each calculated separately and disclosed separately. Editorial is priced at the market flat rate for custom features with named executive access. Nothing is blended.
Delivered media value
Partnership premium
Durable assets
Named-account adjacency
Total partnership value
| Layer | Basis | Value |
|---|---|---|
| Delivered media value | 123,200 reader impressions across 14 issues, plus 6 custom editorial features at $9,500, plus social reach and amplification of $8,322 | $81,954 |
| Partnership premium | Category exclusivity 1.20× · presenting billing 1.10× · editorial adjacency 1.15× | $42,452 |
| Durable assets | 7 permanently indexed pages carrying attribution and a live link | $6,300 |
| Named-account adjacency | 6 enterprise marketing leaders published alongside the brand | $21,000 |
| Total partnership value | Defensible range $139,570–$163,843 | $151,707 |
| Return on $110,000 | Value delivered against investment committed | 1.38× |
What this figure excludes
LinkedIn performance is now reported and valued: reach, traffic driven and earned amplification across the 8 verified posts are carried in the delivered media layer as a single composite of $8,322.
Still unreported and carrying no value in the calculation above: CMO Series landing page, 6 × CMO Series interview page. Those lines are credited as delivered and valued at zero, and the traffic they generate is likewise excluded from residual-asset value.
The figure is therefore a floor. When those numbers are reported, the valuation moves in one direction only.
Basis
Why these rates
Newsletter inventory is priced by audience definition, not audience size. Generalist business lists sit at the bottom of the market. Specialist lists command several times that, and lists filtered by job title sit at the top of the band — the filter, not the content, drives the premium.
The Authentic list is title-filtered to senior marketing. The interview subjects are sitting brand-side marketing leaders. The position was category-exclusive for the full window. On all three counts this is specialist inventory, and it is priced accordingly — below the top of the band, not at it.
| What else $110,000 buys | Market cost | Delivers |
|---|---|---|
| Tier-one conference sponsorship | $150K–250K | 800–2,500 in-audience attendees over three days. No continuity, no owned asset. |
| Mid-tier conference sponsorship | $30K–80K | Booth presence in a shared logo tier. No editorial credit. |
| Curated executive dinner series | $15K–60K each | 12–18 executives per dinner at $1,000–3,000 per qualified meeting. No published artifact. |
| This partnership | $110,000 | 22,000 decision-makers across 14 issues over 26 weeks, 100% share of voice, 7 permanent assets, 6 enterprise adjacencies. |
Adjacency
The company Consumable kept
6 sitting marketing leaders, published under the Consumable credit. This is the layer that has no media equivalent — it is not reach, it is association.
| Enterprise | Marketing leader | Published |
|---|---|---|
| Panasonic North America | Michelle Esgar | 26 May |
| Ocean Spray | Eliza Sadler | 26 May |
| OLIPOP | Tara Piper | 29 June |
| Big Think | Sean McVey | 6 July |
| Turismo de Islas Canarias | Elena González | 15 July |
| Duluth Trading Co. | Garth Weber | 12 August |
Source data
Everything we counted
Every placement counted in this report, exactly as recorded. Figures marked pending are not yet available and carry no value in the valuation above.
Newsletter14 placements
| Date | Placement | Channel | Detail | Reported figure | Link |
|---|---|---|---|---|---|
| 19 May | Presenting sponsorship | Authentic newsletter | "Presented by Consumable" header at the top of the issue, plus a native "Together with Consumable — Audio For The Outcomes Era" editorial block | 8,800 impressions | View |
| 26 May | Presenting sponsorship | Authentic newsletter | "Presented by Consumable" header at the top of the issue, plus a native "Together with Consumable — Audio For The Outcomes Era" editorial block | 8,800 impressions | View |
| 2 June | Presenting sponsorship | Authentic newsletter | "Presented by Consumable" header at the top of the issue, plus a native "Together with Consumable — Audio For The Outcomes Era" editorial block | 8,800 impressions | View |
| 9 June | Presenting sponsorship | Authentic newsletter | "Presented by Consumable" header at the top of the issue, plus a native "Together with Consumable — Audio For The Outcomes Era" editorial block | 8,800 impressions | View |
| 16 June | Presenting sponsorship | Authentic newsletter | "Presented by Consumable" header at the top of the issue, plus a native "Together with Consumable — Audio For The Outcomes Era" editorial block | 8,800 impressions | View |
| 23 June | Presenting sponsorship | Authentic newsletter | "Presented by Consumable" header at the top of the issue, plus a native "Together with Consumable — Audio For The Outcomes Era" editorial block | 8,800 impressions | View |
| 7 July | Presenting sponsorship | Authentic newsletter | "Presented by Consumable" header at the top of the issue, plus a native "Together with Consumable — Audio For The Outcomes Era" editorial block | 8,800 impressions | View |
| 14 July | Presenting sponsorship | Authentic newsletter | "Presented by Consumable" header at the top of the issue, plus a native "Together with Consumable — Audio For The Outcomes Era" editorial block | 8,800 impressions | View |
| 21 July | Presenting sponsorship | Authentic newsletter | "Presented by Consumable" header at the top of the issue, plus a native "Together with Consumable — Audio For The Outcomes Era" editorial block | 8,800 impressions | View |
| 28 July | Presenting sponsorship | Authentic newsletter | "Presented by Consumable" header at the top of the issue, plus a native "Together with Consumable — Audio For The Outcomes Era" editorial block | 8,800 impressions | View |
| 4 August | Presenting sponsorship | Authentic newsletter | "Presented by Consumable" header at the top of the issue, plus a native "Together with Consumable — Audio For The Outcomes Era" editorial block | 8,800 impressions | View |
| 11 August | Presenting sponsorship | Authentic newsletter | "Presented by Consumable" header at the top of the issue, plus a native "Together with Consumable — Audio For The Outcomes Era" editorial block | 8,800 impressions | View |
| 18 August | Presenting sponsorship | Authentic newsletter | "Presented by Consumable" header at the top of the issue, plus a native "Together with Consumable — Audio For The Outcomes Era" editorial block | 8,800 impressions | View |
| 25 August | Presenting sponsorship | Authentic newsletter | "Presented by Consumable" header at the top of the issue, plus a native "Together with Consumable — Audio For The Outcomes Era" editorial block | 8,800 impressions | View |
Owned editorial7 placements
| Date | Placement | Channel | Detail | Reported figure | Link |
|---|---|---|---|---|---|
| 11 May | Founding sponsor lockup | CMO Series landing page | Consumable logo and "Brought to you by Consumable" credit displayed at the top of the series archive page, linking directly to consumable.com. Persistent across every visit to the series. | Pending | View |
| 26 May | Article sponsor credit | CMO Series interview page | "Brought to you by Consumable" attribution in the article header, directly above the guest name and headline — Michelle Esgar, Panasonic North America | Pending | View |
| 26 May | Article sponsor credit | CMO Series interview page | "Brought to you by Consumable" attribution in the article header, directly above the guest name and headline — Eliza Sadler, Ocean Spray | Pending | View |
| 29 June | Article sponsor credit | CMO Series interview page | "Brought to you by Consumable" attribution in the article header, directly above the guest name and headline — Tara Piper, OLIPOP | Pending | View |
| 6 July | Article sponsor credit | CMO Series interview page | "Brought to you by Consumable" attribution in the article header, directly above the guest name and headline — Sean McVey, Big Think | Pending | View |
| 15 July | Article sponsor credit | CMO Series interview page | "Brought to you by Consumable" attribution in the article header, directly above the guest name and headline — Elena González, Turismo de Islas Canarias | Pending | View |
| 12 August | Article sponsor credit | CMO Series interview page | "Brought to you by Consumable" attribution in the article header, directly above the guest name and headline — Garth Weber, Duluth Trading Co. | Pending | View |
Social8 placements
| Date | Placement | Channel | Detail | Reported figure | Link |
|---|---|---|---|---|---|
| 2 June | Consumable brand mention | LinkedIn — Aivanta | Consumable named directly in the post copy — Marketing strategy is complicated. Most industry coverage isn't. | 134 post views | View |
| 4 June | Consumable brand mention | LinkedIn — Aivanta | Consumable named directly in the post copy — Michelle Esgar on creative problem solving at the top of the org. | 78 post views | View |
| 8 June | Consumable brand mention | LinkedIn — Aivanta | Consumable named directly in the post copy — Relevance isn't built in bursts. It's built through consistency. | 533 post views | View |
| 30 June | Consumable brand mention | LinkedIn — Aivanta | Consumable named directly in the post copy — Winning a brand category doesn't mean the obstacles vanish. | 156 post views | View |
| 6 July | Consumable brand mention | LinkedIn — Aivanta | Consumable named directly in the post copy — Big Think's Sean McVey on shaping the conversation, not just joining it. | 199 post views | View |
| 13 July | Consumable brand mention | LinkedIn — Aivanta | Consumable named directly in the post copy — Elena González on destination marketing beyond visitor numbers. | 181 post views | View |
| 17 August | Consumable brand mention | LinkedIn — Aivanta | Consumable named directly in the post copy — Garth Weber on owning brand and revenue at the same time. | 161 post views | View |
| 3 September | Consumable brand mention | LinkedIn — Aivanta | Consumable named directly in the post copy — Kimberly Miller Olko on rebuilding Martha Stewart and Toys‘R’Us — CMO Series conversation. | 9,192 post views | View |
Next
What comes next
A standalone editorial post, published across Aivanta's LinkedIn channels, driving directly to a Consumable research or case study page.
This is the first placement in the partnership designed to move traffic rather than build presence. It carries no shared billing, sits outside the CMO Series cadence, and points at a destination Consumable controls — which makes it the first placement we can measure on Consumable's own analytics rather than ours.