Broadcast

With the proliferation of new TV channels and programmes through the advent of satellite and cable TV, the role of Broadcast sponsorship, be it sponsorship of an entire channel, or more commonly sponsorship of specific programming, has really come to the fore. Broadcast sponsorship has become an effective way of partnering with relevant content to deliver a brand message and a shortcut for targeting either specific media targets or discrete interest groups.

With different media options competing for brand budget, it is increasingly important to be able to measure the effect broadcast sponsorship is having on the brand in the same way you would with more conventional communications.

With a dedicated team of branded communications specialists and twenty years of experience in sponsorship, Ipsos ASI can help you understand the impact your broadcast sponsorship is having and how to manage it for business benefit.

The sponsorship specialism is an area that sits within our communications research team (Ipsos ASI), but works across many other departments to provide a complete 360° approach to evaluating the impact a sponsorship, broadcast or otherwise, has on a company or brand.

Ipsos ASI's approach to evaluating sponsorship seeks to understand the role that, in this case, broadcast sponsorship plays in the overall impact of the communications mix. Our approach derives the importance of each touch-point in delivering against the key brand metrics, both rational, e.g. consideration or more emotional, e.g. brand equity. In the case of broadcast sponsorship we can also understand the image of the sponsorship property, programme or channel, and the effect this has on driving common attributes, e.g. glamour, entertainment, etc, for the brand.

By doing this we can see whether the broadcast sponsorship drives equity and consideration either by itself, or by providing support for other ATL/BTL communications.

It is also key to understand the appropriateness of the sponsorship to ensure that the fit makes sense to consumers, which will be key to understanding diagnostically why the sponsorship is working (or not).

Ipsos ASI has rich experience of evaluating broadcast sponsorships for both branded and media clients.