TV sponsorship - Matrimonial property: the programme as a shared asset

The author argues that, in TV sponsorship, the marriage of the `right' brand with the `right' programme will confer rich benefits on the brand, in ways not accessible through spot advertising: e.g.

Matrimonial property

How a programme can become the shared asset of both its maker and its sponsor

Richard Holliday

Programmes are like brands, with loyal users and distinct values. The marriage of a sponsor with a programme - fully integrated sponsorship - is claimed to confer total benefits far greater than the sum of its parts.

We, the media, have worked hard to make advertising more of a science. When one buys airtime now, one has a pretty exact idea of both its quality and its quantities. It is measurable, comparable and valuable.

The ingredients that go into the...

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