Television: Programme sponsorship

 

It is one of the accepted wisdoms of sponsorship literature that there should be a good fit between sponsor and sponsored. This paper reports an exploratory study into the way in which programme audie ...

Comments on television (and other) advertising by six members of the ANA Television Committee. Topics covered: 1) has TV programming degenerated?; 2) advertising to children under eight; 3) views on T ...

Andy Taylor, creative director at Heresy, believes that there has never been a better time for a new idea to break into the UK marketing business, but he doubts whether infotainment and advertainment ...

Neil Dawson, TBWA\London, and Mike Hall, Hall & Partners, look at another area of ‘brand experience’ – brand entertainment, which they define as entertainment that would not have existed without the b ...

Martin Payne, Through the Loop, and Ross Urquhart, RPM, argue that ‘brand experience’ is key to helping differentiate brands in today’s crowded market. Firstly they develop a definition for brand expe ...

Jim Carroll, UK chairman of BBH, argues that where once we judged ads on first whether they communicated the core message, and then whether they were involving/engaging – now we must reverse the prior ...

In this introduction to Admap’s focus on advertainment, Roderick White looks at the role and value of advertising as (and in) entertainment, and how advertisers are looking beyond traditional media ad ...

Ardi Kolah, who invented the concept of Brandcasting and set up a company, Brands as Broadcasters, five years ago, argues that conventional advertising is out of date and that a new paradigm is needed ...

This study sets out to prove that viewers that become deeply involved in event television programs, such as Idol, respond more positively to advertising. The nature of the program offers multiple touc ...

Mike Hall, chairman and creative director of Hall & Partners, offers a synopsis of broadcast sponsorship and how it works. Explaining how programme sponsorship can work and how to measure success, the ...

The author argues that the rapid escalation in sponsorship costs is mainly due to the strong but misguided link between TV rights and sponsorship rights. He shows that only TV visibility seems to corr ...

The author argues that sponsorship of pay-per-view events via TV and/or web-cast can reap rewards far greater than indicated by the final number tuning in. The real value is in the collateral promoti ...

The author describes how the US entertainment industry develops the global appeal of its films, TV shows, and celebrities; and how marketers in other industries can benefit from imaginative tie-ins wi ...

Even though Powergen (a first significant broadcast sponsor) is smaller the National Power, the former has higher awareness and is often perceived as larger. As markets become more competitive and di ...

New evidence presented of the benefits associated with TV sponsorship of the Olympic Games, based on a series of research studies by NBC Research since the 1998 Games. A model used to analyse the data ...

Sponsorship of TV programmes offers suppliers of goods and services the potential to strengthen brand loyalty and brand positioning among viewers. Care needs to be taken in matching the emotional appe ...

This article discusses television programme sponsorship in the UK, considering the size of the market, the current regulatory framework and ways in which sponsors can maximise the benefits of their in ...

The paper describes the recent increases in television programme sponsorship in Italy. It is a huge new market, working through a variety of promotional additions within and adjoining programmes, whic ...

A short paper about what research is able to tell us about the factors which might guide the selection of suitable television programmes for sponsorship. Programme enjoyment, programme interest and th ...

This article compares sponsorship with advertising, and examines where they are similar and where they differ. Using a five-part communication model (sender, receive, medium, stimulus, response) to co ...

Even with the current regulations, programme sponsorship is working, and the list of deals on ITV and C4 is now impressive, although there are still some odd gaps both in the types of sponsor coming f ...

The author demonstrates, with two case histories, the importance for TV programme sponsorship of setting clear objectives and being careful to select the right programmes, and the need for an adequate ...

The article describes BOTC (Broadcast Opportunities To Communicate). Vast tracts of programming, out of reach of advertising, and often unsuited to formal sponsorship, can effectively showcase brands ...

The article argues that TV sponsorship, unlike traditional event sponsorship, is closely akin to advertising and should ideally be done by the same people. It requires similar planning and strategic s ...

The three central players in TV sponsorship - the sponsor, the broadcaster and the producer - have distinct and probably conflicting interests. The trick is to know the rules of the game, the players' ...

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. tr ...

This paper outlines intellectual property rights in the context of TV sponsorship, and is a useful guide to commercial copyright and trademark rights generally. It covers national and international pr ...

A review of the Admap seminar on TV programme sponsorship (September 1990, papers in Admap October 1990). The authors note some of the obstacles to achieving a rational sponsorship industry, notably t ...

The huge growth in events and arts sponsorship shows the way forward for broadcasting sponsorship. At present, broadcasting sponsorship is worth only £7 million a year in the UK, but in the near futur ...

A brief and anecdotal history of commercial sponsorship in the UK, showing how it has covered a very varied family of activities, often crude, and usually poorly evaluated in terms of the benefit to t ...