ITV Sponsorship Breakfast

This week’s ITV sponsorship breakfast explored the changes in viewer’s awareness of, and attitudes to, Sponsorship on television. It reviewed studies into viewer’s reactions to and the acceptability of broadcast sponsorship.

Large sports events on television will always command a large audience and sponsorship is commonplace. In the absence of any significant programme sponsorship before 1989, people tended to equate broadcast sponsorship with the transmission of sponsored sporting events. This attitude has changed dramatically in the last five years as TV viewers become familiar with the sponsorship of individual programmes, as opposed to events.

Viewers were asked: “Have you noticed any programmes on TV recently that you thought had been sponsored by an advertiser?”