Get with the program: How TV program sponsorships are more effective than standard TVCs

Peter Hammer

Marketing Scientist Group’s Peter Hammer says TV program sponsorships can be more effective than a standard TVC in an ad-supported streaming environment because they impact key brand and ad metrics.

According to the Cambridge Dictionary, the idiom “get with the program” means to “accept new ideas and give more attention to what is happening now”. This sentiment is very relevant in 2023 as there are many new media platforms and creative executions that are getting the attention of advertisers to use in promoting their brands.

One older form of promotion that seems new again is TV product placement. For example, brands including Coca-Cola, Sony, Reebok and Lacoste heavily invested in brand placements within the fourth series of Netflix’s Stranger Things, which was reported by YouGovto be...

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