Penta-gration! A new integrated study to measure sponsorships

With sponsorships and branded entertainment on television taking many different forms (Placements, Content Integration, Story line Integration, Sponsorships, Content Associations, etc.), the challenge lies in making comparisons and evaluations of these formats so as to be able to assess efficiency, ROI, selections, effectiveness.

Penta-Gration! A new integrated study to measure sponsorships

Atul PhadnisTAM Media Research, India

INTRODUCTION

We are in a world today where brands constantly interact with media content. This interaction is most of the time planned and pleasant. Sponsorships and story line integration within TV serials, films, exposures in cricket and music videos are examples of brands breaking out of ad-breaks and traditional ad forms and invading content and editorial areas! Evaluation of such options within TV Sponsorships and Branded Entertainment has always been a contentious issue.

In markets such as India, which have 200+ channels, TV sponsorship has become...

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