TV sponsorship is a great way to use the power of TV to elevate your brand. It can help your brand gain authority by partnering with a hit TV show.
How TV sponsorship works
TV programme sponsorship works by aligning your brand with a TV show. The quality, excitement or novelty of the TV show rubs off on your brand. Some sponsorships tie-ins work so closely together that the viewer starts to see the TV and the brand as inseparable.
The power of this partnership can be used to alter the perception of your brand. It can skew your product demographic in a certain way or dominate a product sector as 118-118 have done.
Because of the Ofcom rules (see below) TV sponsorship costs less than traditional TV advertising. Sponsorship is an excellent way for brands new to TV to plant their flag in the TV advertising landscape.
TV sponsorship Examples
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Working with TV broadcasters
When we’re putting together a TV show sponsorship package, we start by talking to the broadcasters. We keep a regularly updated list of TV shows available for sponsorship and upcoming TV shows looking for sponsorship arrangements.
Broadcasters will be able to provide information on the opportunities available to a sponsoring brand. They are keen to build active sponsorship campaigns around their TV shows. Toast can make the introductions between brands and sponsorship directors at all the main TV broadcasters.
TV sponsorship rules
See the full Ofcom TV sponsorship rules here. Below is a brief outline of the main rules.
- News and current affairs programmes must not be sponsored.
- Sponsored programming with the aim or direct or indirect effect of promoting electronic cigarettes and/or refill containers is prohibited.
- A sponsor must not influence the content and/or scheduling of a channel or programming in such a way as to impair the responsibility and editorial independence of the broadcaster.
- Sponsorship credits must be distinct from advertising.
- Sponsorship credits broadcast around sponsored programmes must not contain advertising messages or calls to action.
The benefits of TV sponsorship
Launching a new brand is an expensive business. Unless you have unlimited funds, a new brand will be on a limited budget until it proves it’s return potential.
TV sponsorship is a cost-effective way to launch a new brand. Building a sponsorship package that thrills and excites the viewer into finding out more is sometimes all it takes.
It pays to be bold with new brands. This freedom allows new products or services to shout about their arrival.
Promoting a product or brand awareness. Producing a range of TV commercials for separate products is an expensive proposition. Using a TV sponsor ident package to promote each product is a great way to show off a product line.
Sponsorship alters how the public sees your brand. By aligning your brand with the personality of an influential TV show changes public perception of your brand. It can’t work miracles. But if you’re willing to take a creative risk with your brand, the results can be powerful.
Getting a direct response, this is more difficult due to the Ofcom rules on calls to action. A TV sponsorship package combined with a social media campaign can be all the kick needed to get a direct response. Using the reach of a brand ambassador can also be the bridge between TV sponsorship and a response.
Second-screening, where TV viewers watch the main screen with a mobile device close at hand means TV sponsorship works well. An ident only needs to drive a viewer to search for the sponsoring brand. Then a social media campaign can take over and deliver a call to action.
Don’t be boring
Be careful of producing a limited number of sponsorship stings. Each sponsorship creative will be seen multiple times throughout a TV show. The idents will be viewed lots of times throughout a TV series.
Bumpers that don’t excite or unfold as an ongoing story can quickly become tedious. Your brand can become those annoying stings that get in the way of someone’s favourite TV show.
Long Lost Family Idents
Work with Toast
If you’re looking for a TV sponsorship package do get in touch.