Media Researchers Value Sponsorship Over Spot Advertising

Almost 90% of media research professionals believe that television sponsorship is more valuable than traditional spot advertising, according to the latest study from the Media Research Group.

An online poll of the MRG’s members shows that almost 40% of respondents were unable to quantify the value of television sponsorship. However, of those that expressed an opinion, the view was overwhelmingly positive with a staggering 87% rating sponsorship over spot advertising.

The study follows BARB recent decision to launch a new reporting system capable of measuring the sponsorship of television programmes. The system has been in development since last year and is currently running on a test basis with the intention of being fully operational by the autumn (see Industry Welcomes New Sponsorship Tracking System).

According to the MRG, more than half of media researchers believe that greater accountability will the key benefit of the new system, followed by the ability to prove the true value of sponsorship. A further 12% felt the proof of broadcast would be the biggest benefit, while just 1% cited greater cost effectiveness.

However, there was a level of confusion over exactly what the new system will actually measure. The majority of respondents thought it would track promotions and break bumpers, 26% thought some break bumpers would be measured and 18% didn’t know what would be covered.

One respondent said: “Sponsorship is first and foremost a relationship between a brand and a programme. The value of the sponsorship will very much depend on the strength on that relationship and therefore cannot be quantified like a straightforward commodity.”

The new sponsorship tracking system has been warmly welcomed by the majority of planners and buyers, who are keen to see a level of accountability brought to the £100 million a year business. However, BARB has yet to clarify the exact figures that will be measured and no broadcaster has yet sent over its log files to be assimilated (see BARB Begins Roll-Out Of Sponsorship Tracking System).

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