This is the day when football fans are glued to Sky Sports News for the latest info on transfers, so WhatsApp took the opportunity to sponsor these segments to promote their View Once feature – which is an image that disappears after one glance. An example of this is WhatsApp, who did a one-off short term tactical one day only partnership with Transfer Deadline Day on Sky Sports News. Other long running sponsorships include Lexus with Drama on 4, Iceland with I’m A Celebrity and Gillette Soccer Saturday.Īt the other end of the scale, there are some sponsorships that are extremely short term. Prior to Argos, Compare the market sponsored Coronation Street for eight years and Ford sponsored football on Sky for more than 20 years. There are plenty of examples of long-running sponsorships. Partnerships with premium content can be long or short. The average audience may have been smaller, but there was a natural synergy with the brand and as a result, spontaneous awareness of Galbani rose by 122%. On a smaller scale, you have a programme like Come Dine With Me on Channel 4 which, in 2020, was sponsored by Galbani. There are three one-hour episodes of Corrie a week, with each one usually getting more than five million viewers so there’s a huge opportunity for Argos to connect with a large number of people. The sponsorship opportunities are numerous as advertisers can choose to sponsor an individual programme, a strand of themed programmes, a daypart like prime time, a genre like drama or comedy, a programme segment or even a whole channel.Īt one end of the scale, you have a programme like Coronation Street, which is sponsored by Argos.TV sponsorship is now recognised as a powerful option for marketers.The perfect sponsorship partnership might include the association with the property on air, around the programme and in branded promo trails across the schedule, a presence on the programme website, a competition and as many other options that are relevant for your brand: on-pack, in store, and something for the staff too.So, these days, brands tend to have partnerships with broadcasters that encompass the whole spectrum of what the broadcaster can offer.Sponsorship can be used to fulfil a wide variety of roles for brands, from repositioning, de-seasonalising, creating fame quickly and taking the high ground in a competitive market to launch and response.Sponsorship can be a great way for brands to first get on telly.TV Sponsorship can deliver a consistency of audience, time of day and environment that is expensive to replicate through the traditional media buy.
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