TV Sponsorship
To start of with I wanted to look into what TV Sponsorship was so that I could understand all of the conventions properly.
What is it?
TV Sponsorship is a fantastic way for brands to become connected with certain content. The most effective sponsorships are when the content is relevant to the brand and that this sponsorship lasts for a long time. Sponsorships have become an extremely important part of any brand campaigns.
What are the benefits to using TV sponsorship?
One benefit is that sponsorship can help make brands well known just from the association (study by Thinkbox). The study has shown that for the viewers of the content, the brand is more well known by up to 10%. Along with this the study also proved that the sponsorships increased the viewers intension to purchase the product.
Below are some graphs which have been resourced from the Thinkbox survey and show how TV sponsorship can effect the impact on the brand.
- The first graph shows that the viewers relationship with the programmes is key to the sponsorship sequence being successful.
- The second graph shows that sponsorship takes time to work and the most successful ones are the ones which have been around for the longest amount of time. For the example, Domino's Pizza which has been sponsoring the Simpsons for over 10 years. "Our sponsorship of The Simpsons has been instrumental in our growth, especially in the early days when The Simpsons was our principle branding platform," said Robin Auld, the sales and marketing director at Domino's. This quote has bee taken from the Guardians website and clearly shows that over time if the viewers have a better relationship with the programme then they are going to become more willing to investigate what the sponsorship is. However this quote also shows that as Dominos have been sponsoring The Simpsons for over a decade no it proves that sponsoring does take time and it just doesn't happen instantly meaning that the sponsorship has to be around for some time to reach its most successful point. Although when saying this it has been proven that short term sponsorships could work well in the case where there is a link between the programmes and the sponsoring brand which makes its easier for the viewer to make that connection.
One case where the sponsorship is related to the programme is with the programme of 'Come dine with me'. For their sponsorship sequences its all about a women inviting some friends and then the viewers see the food being prepared, which instantly links into the programme. Here is the sponsorship sequence:
From this part of research I have learnt that TV sponsorships are help to transform a brand into a well known company therefore attracting a larger target audience. To be able to continue on with this research, I need to look into the conventions of sponsorships sequences and also look further into more sponsorship sequences.
References:
No comments:
Post a Comment