Recall For TV Sponsorship Reaches Record High

Broadcast sponsorship has reached new levels of viewers’ awareness and acceptability, according to the latest figures from ITV’s TOM tracking study.

The research, carried out for ITV by NOP, reveals that:

• Viewers’ recall of seeing any broadcast sponsorship recently has reached 76% – an increase of 8 points above the previous all-time high
• When asked, 92% of those recalling broadcast sponsorship said they had seen it on ITV
• Favourability, rather than just acceptance, has been recorded at its greatest ever level of 52%
• In-depth questioning of the unacceptability of any specific broadcast sponsorship seen recently produced a peak of 3%
• 39% of people are neutral in their attitude to sponsorship
• Channel 4’s sponsorship recall was 15% and Cable & Satellite’s was 7%.
• In multi-channel homes ITV’s recall figure remained at 92% compared to Channel 4’s 13% and Cable & Satellite’s peak of 20%
• In terms of children’s TV sponsorship, only 2% of parents expressed disfavour

The overall spend on broadcast sponsorship on ITV reached a new high last quarter and now stands at approximately £30 million per year.

Further information: Will Sanderson/Annabel Jones at Lowe Bell Good Relations, 0171 631 3434