Back in May, we produced a series of TV sponsorship idents for client HiPP Organic as part of a 6-week sponsorship package with ITV’s Little Big Shots.

Our challenge? To creatively align and drive association between HiPP Organic and the much-loved family talent show.

The overall aim? To build informed brand awareness of HiPP Organic and support UK sales. So, did it work?

TV sponsorship HIPP Organic

Changing perception

There are a number of benefits for a brand to think about when considering broadcast sponsorship as part of its marketing mix.

Namely, it can be a cost-effective way to boost and leverage TV presence whilst driving brand association with a programme.

In doing so, a brand can benefit from the perceived values of the programme (the way the audience feels about a show) which in turn can help to reframe consumers’ perceptions of their own brand.

TV sponsorship drives brand awareness through high frequency messaging and effective cut-through, targeted to a specific viewing audience at a price that is difficult to replicate through traditional media buying.

On top of all that, research has shown that effective sponsorship can drive brand consideration and increase purchase intent.

“89% of consumers saw brands that sponsor TV as more trustworthy than other forms of advertising”.

Is the opportunity right for your brand?

For us, property fit is absolutely crucial – the primary purpose of sponsorship is to drive the association between a programme and brand.

If the creative doesn’t hit the mark, or naturally align with a programme’s positioning, it can feel out of place, proving detrimental to the perception of both brand and programme.

That said, it’s key that any opportunity is considered not purely from a budget and reach perspective but in respect of the brand too.

So you agree it’s a good fit, what now? You’ll need a genius creative idea to marry the relevance of your brand with the show – this is key, mainly because of the strict Ofcom code which accompanies sponsorship placements.

Call to action? What call to action? Don’t panic, this limitation can actually help inspire creativity and result in a message which lands over and over with your audience.

The benefits of TV sponsorship last longer

A study commissioned by Thinkbox confirms that brands benefit from sponsoring popular TV shows.

The findings from YouGov, which combined its Brand Index and TV programme databases, which each survey 4,000 people a day, suggest that the benefits of TV sponsorship are long-lasting.

The smaller you are, the better

The study, conducted by YouGov and House 51 also illustrated a very key element: that challenger brands should not be perturbed by the cost of entry.

By starting out with a simple association with a programme, they can then scale this up in accordance with their growth to manufacture a fully-integrated partnership.

Brand awareness scores for lesser-known names typically grow at a significantly higher rate than those tallied for established names (17.2% to 1.1%).

“Sponsorship appeals to young audiences and, for 79% of the UK audience, it is an accepted part of a TV experience”.

Sponsorship can give a brand instant fame

Channel 4

A study by Channel 4 has found that 89% of consumers saw brands that sponsor TV as more trustworthy than other forms of advertising.

Plugged by Channel 4 as “the most comprehensive study into the effectiveness of TV sponsorship ever conducted”, the research by Consumer Insight aggregated 107 Channel 4 sponsorship studies.

This included 257 waves of research that involved speaking to over 80,000 viewers over the past five years. This analysis was combined with research by Differentology.

The study also found that brand sponsorship appeals to young audiences and, for 79% of the UK audience, it is an accepted part of a TV experience.

Programme sponsorship also confers a premium on the sponsoring brands with 76% of viewers thinking that TV sponsorship is a more expensive form of advertising and therefore,  91% perceived sponsoring brands to be more premium.


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What’s wrong with TV advertising?

Most commercials are 30 seconds and are clustered with other advertisements. This means that marketers have a short amount of time to tell their story and make their brands stand out among the other commercials.

If you have a limited budget and can only buy a few spots, there is a good chance that the message will get lost as a result of other advertisers, or forgotten by the audience.

However, this is less of a problem for TV sponsorship, because the sponsorship commercials (or “bumpers”) work by advertising before the show, in the centre break out of show, centre break in to show, and the end break.

Research shows that these bumpers allow sponsorship messages to be received as an isolated message to a more receptive audience and are seen in a more positive light when compared to TV spots.

So, did it work?

Emphatically, yes. With a consolidated viewing audience of 2.16m as a series average (1.3m for their core demographic) and a 13.89% share of voice, it proved great value for money in terms of audience reach.

For further information on TV sponsorship, please contact Lottie Pratt at saintnicks on 0117 927 0100 or via email at Lottie.pratt@saintnicks.uk.com