TV Sponsorship Delivers During Tough Times

Television sponsorship is a key tool for maintaining business results during an advertising downturn, according to new research from the Chartered Institute Of Marketing (CIM).

The study suggests that marketing is the key driver of business success and claims that in the current uncertain economic climate, marketers need to utilise cost-efficient television sponsorship opportunities in order to build their brand more effectively.

Peter Fisk, chief executive officer of the CIM, comments: “Brands are a key asset, rationally, emotionally and financially. In a tough economy, effective use of more innovative marketing techniques such as television sponsorship can efficiently sustain, or even enhance, business performance.”

The CIM highlights 02’s sponsorship of Big Brother as a good example of the value of television advertising, citing the way it gave the telephone group a unique platform to reach young affluent viewers.

The research also emphasises the success that the Stella Artois brand has achieved through its long term sponsorship of contemporary films on Channel 4.

Research from Sports Marketing Surveys recently questioned the value of sports sponsorship, claiming that sports fans do not differentiate between brands that invest millions of pounds in sponsorship and those that simply use advertising hoardings at sporting events (see Research Claims Sports Sponsorship Misses The Mark).

Chartered Institute Of Marketing: 01628 427 500 www.cim.co.uk

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