Broadcast Sponsorship Works
Ivor Millman, TSMS, outlines research on what the viewer actually thinks of programme sponsorship
Broadcast sponsorship is over ten years old, though it was discussed before that. The first significant sponsorship was Powergens, of the ITV National Weather, which started in September 1989.
Despite the frequent use of the term, new media arrive rarely. Likewise the opportunity to research their effectiveness. Broadcast sponsorship emerged into a mature spot advertising market, then 34 years old. It was a bit like 1955 again. Here was a new , but would viewers accept it, and what could it do...