Today’s ITV Sponsorship ’97 conference revealed the latest findings from ITV Sponsorship’s on-going tracking study. The research, conducted by Millward Brown International, covers over 50 ITV Network sponsorship deals on screen after April 1995. For the first time, the research has shown that sponsorship is as effective as spot advertising in generating TV presence for a brand. Even where there is current or recent spot advertising activity, sponsorship generates brand awareness amongst a new audience, on average by 9 percentage points.
ITV currently has two thirds of the total broadcast sponsorship audience and it is continuing to look at ways to develop this revenue source further.
ITV: 0171 843 8000
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