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...