TV planning: 360-degree sponsorship

This article discusses TV sponsorship, and uses the examples of Anchor, the butter brand, and very.co.uk, the online retailer, to demonstrate that an integrated '360' approach to TV sponsorship has the greatest results.

TV planning: 360-degree sponsorship

Amanda BurninghamCarat

TV sponsorship allows brands to build on programme equity, develop deeper viewer connections and interweave the brand story across screens and digital channels, as Anchor and very.co.uk have demonstrated

The TV sponsorship industry is moving into an exciting new chapter, where creativity, content and technology converge to give brands a fantastic opportunity to engage with audiences. When activated effectively across the bought, owned and earned space, sponsorship is a rich communications platform that can deliver real business value.

The way audiences consume TV has changed and, contrary to past speculation that...

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