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...