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TV sponsorship provides the means of associating a brand with the style, content and values of scheduled programmes. Sponsorship credits, which appear at the beginning and end of the show and each side of the commercial breaks (bumpers), ensure the best possible placement of your promotional message for audience attention. Nevertheless, restrictions on the content and duration of credits mean that sponsorship works in a different way to advertising, relying more on repeated exposure and the halo effect of programme association.
Most programmes can be sponsored, with the exception of news, current affairs, religious and consumer advice shows, and there are opportunities for local advertisers on regional programmes and specialist sport, travel and weather reports. Non-terrestrial channels open up further avenues for sponsoring programme strands and masthead programming, as well as marketing in mainland Europe via multinational platforms.
If this is an area you wish to explore, and increasing numbers of brands are doing so, DGL can guide you through the code of programme sponsorship, identify the available opportunities against your budget and target audience, then evaluate these against conventional airtime costs to ensure you'll get value for money. We can also devise and produce the opening, closing and bumper credits, in conjunction with the programme maker or an independent studio.
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