As well as traditional spot advertising, channels also offer the additional opportunity of sponsorship. Sponsorship is an impactful platform for boosting frequency, having the ability to reinforce a marketing message or reposition a brand. This creates a direct association aligning your brand with a specific programme, strand or entire channel. The most common sponsorship types are channel sponsorship, genre sponsorship, daypart sponsorship and programme sponsorship. Sponsorship is an excellent way for brands new to TV to plant their flag in the TV advertising landscape.
Programmes attract a loyal audience resulting in your advert being viewed multiple times, this increases its impact as the frequency of views builds more brand awareness. TV Sponsorship can deliver a consistency of audience, time of day and environment that is expensive to replicate through the traditional media buy.
‘Openers’ can be up to 20 seconds in length to bond the brand and association.
‘Break Bumpers’ are generally 5 seconds and are played in the centre breaks of the show.
‘Closers’ are normally around 10 seconds in length, reaffirming the connection between brand and programme.
Typically, TV sponsorship costs less per viewer than buying a traditional TV campaign. The reason for this is that you cannot have advertising messages or calls to action in sponsorship adverts. Size and profile of the audience is what determines the cost as well as demand from the market.
For the most competitive rates in the market, give us a call on 0207 3890876 or fill in our contact form, we can create a tailored plan, often within a 24 hour turnaround.
TV sponsorship involves aligning your brand with a specific programme, channel, genre, or daypart, rather than placing traditional commercial spots. It offers a consistent presence throughout the broadcast via short ‘credit’ segments that appear before, during, and after the content.
Unlike spot adverts which can run during any commercial break, sponsorship ties your brand directly to a particular show or content strand. While it does not permit direct calls to action, it provides longer-term visibility and brand reinforcement, especially useful for building awareness and positioning.
Sponsorship leverages the loyalty and consistency of a programme’s audience. Viewers who watch the same show regularly see your brand multiple times, building strong brand recall and emotional association. It’s especially valuable for newer brands looking to establish trust in the marketplace.
Yes. Sponsorship typically costs less per viewer than traditional spot advertising, making it an attractive alternative. The main constraint is the lack of direct sales messaging, but for brand awareness and positioning, it can offer excellent value.
Yes. By choosing the right programme, genre, or daypart, sponsorship naturally aligns your brand with a defined audience. This can be refined further with channel or content that appeals to specific demographics or interests.
Sponsorship is suitable for both established brands and new advertisers. It provides a credible, visible entry point to TV advertising and helps create a distinct brand identity through long-term association with trusted programming.
To explore suitable sponsorship opportunities, call us on 0207 389 0876 or fill out our contact form. We’ll prepare a tailored proposal based on your brand, audience, and budget—often within 24 hours.
