Magazine article Marketing

Sales Bosses Launch Survey on Sponsorship

Magazine article Marketing

Sales Bosses Launch Survey on Sponsorship

Article excerpt

Sales bosses launch survey on sponsorship

ITV sales chiefs intend to canvas public opinion on TV sponsorship in a bid to win a far more liberal governing code next year.

A final decision on whether to conduct in-depth research among viewers has yet to be taken. But several sponsorship managers at ITV companies believe that a formal survey would demonstrate that the public have few objections to a relaxation of currently strict TV sponsorship rules.

Malcolm Wall, head of ITV's sponsorship working party and sales director at Granada Television, says he backs the move.

David Prosser, head of sponsorship at Central, Anglia and Border Television sales house TSMS, says ITV needs more evidence that the public is on its side to achieve major shifts in policy.

A revised sponsorship code is expected from the IBA's successor, the Independent Television Commission (ITC) next year. ITV sponsorship managers believe the ITC will permit far more prominent credits for sponsors, and will expand the list of programmes where sponsorship is permitted. …

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