The importance of creative match in television sponsorship

It is one of the accepted wisdoms of sponsorship literature that there should be a good fit between sponsor and sponsored.

The Importance of Creative Match in Television Sponsorship

Rosalind MastersonLeicester Business School, De Montfort University

INTRODUCTION

This paper relates a two-stage study designed to investigate viewers' responses to the sponsorship of their favourite television programmes, and what makes a sponsor acceptable to the programme audience. Sponsors often make their choice of sponsorship vehicle on the basis of audience and product fit (either through its tangible or intangible attributes). This study sought to establish the audience's criteria for television sponsorship approval.

This qualitative study was carried out in two stages over the course of two years. The number of programmes...

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