Good Recognition For Street Sponsor

The latest CIA MediaLab Sensor survey has revealed that, two weeks after Cadbury started to sponsor Coronation Street, over half (56%) of all adults were aware of the link-up.

Asked whether the Street is sponsored by Rowntrees, Nestle, Mars or Cadburys, 3% of all adults chose Nestle, 2% said Rowntrees and 1% believed Mars sponsors the show. 39% of people do not know who sponsors the soap.

Awareness of the sponsorship is particularly high among 15-to-34 year-olds – 62% of this group correctly identified Cadburys. There are also some differences by newspaper readership. Readers of mid-market newspapers are most familiar with the sponsorship (66% correctly chose Cadburys), followed by tabloid readers (59%) and readers of broadsheet newspapers (30%).

In light of recent controversy over a gay kiss in EastEnders and incest scenes in Brookside, CIA MediaLab also asked people their opinion of soap opera storylines. Of all adults who expressed an opinion, 33% believe that the stories are too controversial and should be toned down, avoiding areas such as homosexuality and incest; 62% believe that the storylines are realistic and accurately reflect what’s going on in Britain and 6% believe that the storylines should be more controversial and explore subjects not usually covered by television drama programmes.

Adults over 65 showed the most concern. Of those who expressed an opinion, almost two thirds (64%) of this group believe that current soap lines are too controversial. Just over a third (35%) say they are realistic and only 1% would like them to tackle more controversial issues.

Young people aged 15-to-34 are particularly likely to believe that soap operas should tackle more controversial subjects. Of those who had an opinion, 71% of this group think that the current storylines are realistic and 15% would like to see more hard-hitting topics covered on the screen.

CIA MediaLab: 0171 633 9999