Sponsorship puts your brand around a programme instead of in the ad break. The short films, called idents, play going into and out of the show and each break.
What sponsorship is good for
- Association. Your brand sits next to a show your audience loves. A garden centre sponsoring a gardening show borrows some of that goodwill.
- Frequency. Viewers see you every episode, at the moment they’re most engaged.
- Standing out. Idents aren’t buried in a break full of other ads.
What it’s not good for
Sponsorship rules are strict. Idents can’t be adverts. You can’t use a direct call to action, push a price or make the sort of claims you’d put in a spot ad. They’re for building a brand, not for driving calls.
So if your goal is phone calls this week, spot advertising will almost always do more for your money.
Costs
Prices depend on the programme, the channel and the length of the deal. Big entertainment shows cost a lot. Daytime and digital channel shows can be surprisingly affordable. Your media agency will know what’s available.
You’ll also need a set of idents made, usually several short versions so viewers don’t see the same one over and over. They need clearing too.
Sponsorship or spots?
If you want fame and affinity over a long period, sponsorship can be great value. If you need response, start with spots. Plenty of brands do both once they’ve proved TV works for them.