Magazine article Marketing

Sponsorship Will Come Good If TV Legislators Let It

Magazine article Marketing

Sponsorship Will Come Good If TV Legislators Let It

Article excerpt

Despite appearances, media is a fashion business. Sources of research are adopted by a few, copied by many and then discredited. TGI Lifestyle cluster analysis is such a vehicle. Now it is still usefully used by some, but it's as fashionable as Bros. Stereotype desk research has given way to be the new convention of focus groups, and jolly useful they are too.

The attraction of each medium is also open to the vagaries of fashion. Last year, radio and review sections, this year broadcast sponsorship.

The early sponsorship pioneers best exploited the benefits of this relatively new medium to the UK. Who does not remember Beamish, Croft or Legal & General? I learned for the first time that Kronenbourg was French via Maigret.

In many of the focus groups I have attended, I have been genuinely surprised at the levels of recall, interest and puzzlement of members of the public to this use of TV.

There are several factors at work here. First, there have been relatively few sponsorships, compared with the vast number of ads that assault us all each day. People put sponsorships into a different compartment in their brains, and consequently are able to recall them more easily when quizzed.

Second, ITV and Channel 4 have cleverly chosen their best shows for sponsorship. This has elevated their status and boosted coverage potential to very high levels.

Third, because people don't understand sponsorship, if a link is not obvious, their fall-back position of puzzlement is still quite positive: "Oh, they are paying for the production of my chosen programme. …

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