If you want to rise above your competitors, TV sponsorship is a sure fire way to make consumers notice you. It’s hard to buy good vibes but sponsorship does exactly that. Aligning your company with a channel or programme lets you piggyback all the positive feelings someone gets from watching their favourite show. Sponsorship is the smart way to work your brand into the hearts and minds of your future customers.
Whereas some advertising is seen as intrusive, annoying even, TV Sponsorship gets a positive reception. A massive 68% of viewers* would welcome more sponsorship and 54% of those who recalled TV sponsorship* stated they were more likely to buy a sponsor’s product. But how does TV sponsorship work and why should you consider adding it to your media plan?
TV Sponsorship Builds Brands and Drive Sales
Despite what many think, sponsorship isn’t exclusively for the big spenders. In fact, it can be surprisingly cost effective. TV Sponsorship is also particularly good for new TV advertisers. The high frequency of the messaging and more memorable communications mean sponsors build a relationship with the consumer quicker than brands who use linear TV alone.
A classic TV sponsorship package consists of 5 or 10 second commercial shorts which run repeatedly, before and after ad breaks. This high frequency means the consumer is exposed to the advertising over and over again. High frequency repetition serves to reinforce and remind consumers of the brand messaging, raising awareness and keeping the advertiser front of mind.
TV is famous for offering massive reach but it can also be extremely targeted. One of the real beauties of sponsorship is the ability to reach a defined audience. Selecting the right programme, genre, daypart or channel sends you directly into your target’s living room. Choosing wisely means brands can be sure of reaching a relevant viewer, as well as firmly aligning themselves with the programming values and attributes.
The best performing sponsorship campaigns are those with a high contextual relevance. Without a doubt, brands that have a high crossover between their attributes and the sponsored material see the best results. Creating a strong synergy between a brand and a favourite programme means a consumer naturally transfers positive feelings associated with the TV content to the advertiser. If the consumer knows and likes your brand, you’re already off to a flying start!
Trusted, Credible and Future Proof
As with all forms of TV advertising, TV advertisers who run sponsorship campaigns are viewed as credible, high quality and trustworthy. 76% of viewers believe that sponsorship is expensive and therefore those who do it are established, successful companies. 91% see brands that sponsor TV programmes as premium and 89% see the brands as trustworthy.
Unlike other mediums, sponsorship is also viewed as modern and progressive. 91% of viewers surveyed believe that linear TV advertising will cease, with sponsorship taking over. If you want to “future proof” your communications strategy, it’s worth thinking about putting sponsorship in the mix.
Find your perfect partnership
With so many channels available, there is a perfect sponsorship vehicle for just about every product or service but it’s worth getting expert advice to help make your campaign a success. TV sponsorship could help boost your brand, sales and results.
Get in touch to find out how we can position your brand next to your target customer’s favourite TV show.
To learn more about TV advertising, read this article.
*Channel 4 Research