Sponsorship to drive sales - a happy marriage between foodstuffs and TV sponsorship in New Zealand

Cat Groombridge

This paper describes new research by TV New Zealand into whether TV sponsorship can impact directly on sales, over and above the widely accepted benefits it can bring to soft measures such as awareness and consideration (the focus of previous studies).

Sponsorship to drive sales - a happy marriage between foodstuffs and TV sponsorship in New Zealand

Cat Groombridge TVNZ

In the face of recessionary pressures in the New Zealand market, overall advertising spend on TV in the January to November period in 2009 had stalled, remaining static when compared with the same period in 2008.

However, the foodstuffs category (which in New Zealand accounted for 13% of total ratecard TV spend (1) during this period) had bucked the trend and actually grown its ratecard spend by 8%.

Closer analysis of this increase revealed that sponsorships within the foodstuffs category in...

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