New Report On Children’s Programme Sponsorship

The ITC has today published a report entitled “Sponsorship of Children’s Programmes” which explores parents and children’s understanding of sponsorship.

According to the report, parents prefer sponsorship to advertising because it is seen as less intrusive, although a small minority believes it to be more manipulative than advertising. It is generally felt that 8-12 year olds are more likely to be influenced by sponsorship with less concern for younger children, who show little awareness of sponsorship. There is also a fear that sponsorship could rise to an unacceptable such as dictating the type of programmes broadcast.

Many parents are unaware that sponsorship revenue is collected in a general fund which is used to improve programming. Instead it is believed that the revenue goes to the programme or channel broadcasting it. Certain parents and children also find it difficult to distinguish between sponsorship and advertising.

The research is part of the ITC’s review on its Code of Programme Sponsorship *(ITC To Revise Sponsorship Code). “Sponsorship of Children’s Programmes” is available from the ITC Information Office.

*Subscribers only

ITC: 0171 306 7743