An advertiser's guide to TV sponsorship

Provides best practice guidelines to help advertisers extract the most value from their programme partnerships, using findings from two recent studies.

TV has always been a form of cultural glue. It's a medium that ignites passion and loyalty and people love talking about it almost as much as they love watching it. It's understandable therefore that the desire for advertisers to position themselves with TV content has never been greater.

In part, this brand demand has been fuelled by a proliferation of advertising opportunities. Whether it's aligning brands with the perfect programme or going all-out with a channel sponsorship, the prospects are ripe for advertisers. The benefits don't stop at the big screen either. Regulatory relaxation has not only enhanced the...

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