Results from the RTÉ Television Sponsorship Tracker highlights the effectiveness of sponsorship on Television.
1. Respondents who are aware of a brand's sponsorship of a TV programme are more likely to consider using or buying the product / service
2. Respondents who are aware are more likely to actually purchase / use the product or service
3. Respondents aware of sponsorships are more positively disposed to the particular brands measured
4. TV sponsorship has a positive effect on actual consumer behaviour and it can help to drive actual purchase
5. Two thirds of people said that Sponsorship of a TV programme can enhance a sponsor's brand image
6. Considerably more people agreed (60%) that they would feel more positive towards a brand that was sponsoring a programme that they liked.
7. TV sponsorship is more memorable than event or sports team sponsorship
Source: Red C
RTÉ Television Sales commissioned a qualitative research study on TV Sponsorship with Behaviour & Attitudes, which was conducted via a series of focus group discussions. The focus group methodology included the use of a variety of video clips as prompt material. A wide range of programmes and their associated sponsorship stings were shown to the participants.
Two of the main objectives of the study were to identify the degree to which a sponsor / brand was perceived as likely to inherit the positive aspects of the programmes sponsored and to investigate the specific elements of a sponsorship creative which might constitute a more versus a less effective sting.
When the focus group participants were asked why they thought Television Sponsorship worked well for brands, all six groups volunteered the following information:
(i) They mentioned that there was a clear advantage of guaranteed viewer attention into and out-of the show as the sponsorship sting appeared as an intrinsic element of the TV programme.
(ii) They said they would naturally feel a positive disposition towards a sponsorship sting due to its association with the favoured programme that they had consciously selected to watch.
(iii) They believed that a positive connection with a sponsor was more likely due to the likely 'fit' with the programme being sponsored. Respondents (often spontaneously) acknowledged that the positive qualities accruing to the programme in question would, by definition, attach in their minds to the product or brand sponsoring that programme.
There was a near-unanimous agreement as to what the components of an ideal / most effective sponsorship sting were. Please see below for a sample of elements mentioned by the focus-group participants:
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