How TV sponsorship can work harder

This article discusses ways of making TV sponsorship more effective, based on an analysis of case histories from the IPA dataBANK, and other awards programmes from around the world.

How TV sponsorship can work harder

Peter Field

Readers of this column should not doubt the continuing effectiveness of TV as an advertising medium, since the majority of featured case studies used it. Not only is TV by a long way the most commonly used medium among the global effectiveness case studies in the WARC archive, but also analysis of the IPA dataBANK (reported in Marketing in the Era of Accountability) demonstrates that TV has become more effective over time, at least in the UK. But what about programme sponsorship: can we assume that the same strengths apply,...

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