New research from the Branded Content Marketing Association estimates that branded television content will quadruple by the end of 2004 as advertisers search for more cost effective ways to promote their products.
The research, which was conducted across major terrestrial and non-terrestrial broadcasters, found that the £5 million spent on branded programming last year could increase to £22 million by the end of the year.
The study shows that in 2003 there were a total of 36 advertiser funded television programmes broadcast in the UK, including Channel 4’s Carling Homecoming music shows and Nike’s Run London sporting event.
The BCMA predicts that the majority of brands will adopt a more content-based approach to advertising in the future, in an attempt to engage with the rapidly changing behaviour of television viewers.
Mark Boyd, chairman of the BCMA and director of content at BBH, said: “Advertisers fund the majority of television programming. As technology changes television, and viewers change their relationship with TV, the business model will move with great pace.”
He added: “Programme makers should be a key part of those business discussions. Successful production companies are starting to engage with advertisers. Both communities will work closely together in the future. Ultimately advertisers, as brand builders, will be a key part of the solution.”
The BCMA’s research claims that 20 branded content programmes have already been commissioned in the first and second quarters of 2004, with the average budget for such programmes being between £100,000 and £150,000.
Last year Channel Five attracted criticism over a cooking show, Dinner Doctors, which was created and paid for by Heinz. The programme was fully funded by the FMCG brand and was created to show busy families how to make meal times more appetising using its ingredients.
