MTV Europe has released results of new pan-European research into advertising and sponsorship. Key findings of the study are that sponsorship on MTV works on two levels; directly through the programme association and indirectly through the over-riding strength of the MTV brand.
The emotional street credibility with which MTV provides a sponsoring brand is important to the young adult viewers; MTV is perceived as providing an endorsement to the products seen on the channel. Viewers see MTV as having a unique personality; a characteristic not matched by other channels; they relate to the channel and see it as a style icon.
The pan-European research project was conducted by The Sponsorship Research Company. A total of 24 group discussions took place in five European countries in August this month.
Louise Angus, Vice President, Advertising Sales, MTV Europe said, “We are truly delighted with the results which confirm that the advertiser benefits directly from the bond between the viewer and the Channel.”
MTV: 0171 284 777
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