Lego In First Pre-School ITV Sponsorship/New Tracking Research

Lego Toys is to sponsor Tots TV in the first pre-school television programme sponsorship on ITV, featuring its pre-school Duplo range. The 15-week series begins on 27 March and will be broadcast at 3.30pm on Mondays and Tuesdays. In addition to ITC guidelines on children’s sponsorship, ITV will only accept one sponsorship per day in the CITV segment. The credits for Tots TV are designed to appeal to both mothers and children, and feature the line, ‘Building fun together’. David Prosser, Head of Sponsorship at Carlton said, ‘Pre-school is a new area of television sponsorship for ITV and its growth will be handled in a responsible manner. All CITV sponsorship will be carefully monitored through tracking research.’

… The ITV Network is to launch a continuous research tracking study which will quantify the effectiveness of programme sponsorship. The study, using Millward Brown, will commence later this spring. The study will measure the communications impact of ITV Network sponsorships incrementally and separately from spot airtime campaigns. Sponsorships will be tracked either in isolation or in parallel with spot advertising campaigns.