TV imbues brand with validity and fame

David Peters

Broadcast association impacts on viewers' emotional/implicit minds and can bestow stature and legitimacy to brands as Gordon's Gin's partnership with the TV chef Gordon Ramsay demonstrated

The evolution of television sponsorship from simple credits around a programme, used as a cheap alternative to TV advertising, into a marketing platform in its own right, has occurred largely due to a much better understanding of how sponsorship works and the role it can play in achieving a brand's marketing objectives through association.

Many bespoke research studies have been conducted over the years to assess specific objectives, such as awareness, changes in perceptions of the brand, future purchase intention or sales uplift but, until relatively recently, very little was known about how it was achieved.