Research Reveals Positive Attitudes To Sponsorship

A survey carried out by airtime sales house Laser in conjunction with The Sponsorship Research Company has shown that broadcast sponsorship is now accepted and trusted by British TV viewers.

Viewers believe sponsorship has positive long-term brand building advantages for sponsors and feel ‘indebted’ to them, believing that their money keeps programmes on air. Other findings concluded that soap operas are ‘fiercely coveted’ by viewers and need special consideration before sponsorship is agreed. Gameshows are ‘expected’ to be sponsored by newspapers and are considered effective by sponsors because viewers become ‘greatly immersed’ in the shows.

Creatively, respondents do not expect to be entertained by the credits but do expect effort and imagination. Many cited lengthy credits as being more of a turn off than misplaced or irrelevant ones.

Paul Chard, Commercial Director at Laser, commented: “The results confirmsponsorship’s coming of age and I believe the future will see more advertiser-linked opportunities such as: co-funding, development, licensing and merchandising, advertiser-supplied and interactive programming. Such techniques can use our programmes as brands to convey messages for the advertiser.”

ITV Network programme sponsorship has grown from £5 million in 1990 to £21 million in 1995 (or 1.5% of total advertising revenue). In 1995 there were 35 network and 75 regional sponsorship deals and ITV estimates that 75-80% of sponsorship is ‘new money’ and does not come from existing ad budgets.

Laser: 0171 396 6000