A new research study into the attitudes of satellite television viewers to broadcast sponsorship has shown that Sky viewers are more knowledgeable, confident and interested in sponsorship than terrestrial only viewers.
Sky audiences are more involved and interested in the station and are therefore more responsive to station sponsors. Overall attitudes to the Sky channels indicate the company is now perceived to be innovative and forward looking, with the image of Sky from both viewers and non-viewers has moved from “Tabloid” to “Lifestyle”. In comparison ITV is viewed as dowdy, boring and staid.
Sky viewers also have a more lenient attitude to sponsorship guidelines, as defined by terrestrial TV audiences, with Sky viewers actually in favour of the relaxation of some of the current ITC rules.
The research, commissioned by BSkyB was developed from “The View from The Couch” research into television sponsorship which was published 8 months ago.
Sponsorship Research Company: 0171 379 3939
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