Television: TV programme and other sponsorship

 

This paper details sport eye tracking research carried out by Havas Media and Havas Sports in order to identify whether brands are receive attention from TV viewers during sports broadcasts. Among the ...

The effectiveness of advertising is diminishing. A fragmenting audience, increasing advertising overload and the consumer's growing possibilities of avoiding commercial threaten the relevance of 'abov ...

Marketers should not be frightened by the changes in television, but should welcome them as opportunities. New technology is giving viewers control not only over what they watch, but how and where the ...

Stephen White, chairman of EMM International, and media consultant Charles Dawson explore the rising tide of media clutter on TV stations in Europe. They show that in many countries advertising can ac ...

Chuck Young and Amy Shea Hall, Ameritest, examine two examples of branded entertainment films from BMW (both withdrawn despite creating unqualified buzz). They contend that one of the films 'worked', ...

Twenty-eight studies were conducted for leading advertisers to measure the persuasion of sponsorship without advertising on the internet. Experimental design maintained identical content except for th ...

Adele Gritten, director at Quaestor Research and Marketing Strategists Ltd, explores the imminent changes in TV technology and viewer behaviour, and their impact on the way we look at TV advertising, ...

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 ...

In times of media audience fragmentation and astronomical costs involved with launches of new TV shows, this paper focuses on providing broad, actionable directions towards audience creation for new 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 ...