TV sponsorship measurement

This article assesses the effectiveness of TV sponsorship, using analysis from several campaigns in Belgium.

TV sponsorship measurement

Kristin Blondé, Tim Van Doorslaee, Sofie RutgeertsVMMaPatrick De PelsmackerUniversity of Antwerp

A Belgian study of TV sponsorship found that association with premium TV talent shows can result in high increases in brand awareness and activation.

Sponsoring TV formats is often triggered by a belief in this kind of advertising. Advertisers who opt for sponsorship are inherently convinced by the power of sponsoring, without yet being presented facts and figures that confirm or disconfirm their belief. Today, gut feeling is often challenged by people who ask for justification. Especially since financial and economic crises follow...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands