TV program sponsorships can be more effective than a standard TV commercial in ad-supported streaming environments because deeper sponsorships provide more “opportunities to see” brands, a study* in Australia finds. 

Why TV program sponsorships matter

Advertisers should look beyond standard TVCs and consider TV program sponsorships, which are more effective because the deeper the sponsorship, the greater the uplift in brand/ad metrics. Integrated content is equally effective for holding viewers’ attention and building mental availability, which helps to grow the brand.

Takeaways

• More sponsorship elements increase all key brand and advertising metrics as more “opportunities to see” mean more attention....