Volkswagen Commercial Vehicles is launching its first broadcast sponsorship of a new Channel 4 ‘Adventure on 4’ programming strand. The Channel 4 sponsorship starting on 9th April 2009 is a six figure sponsorship lasting 12 months.
The sponsorship includes sponsorship bumpers – usually 15” openers, 5” bumpers and 10” closing sequence(s) around the Adventure programming including ‘Around the word in 80 trades’, ‘Deadliest Catch’, ‘Daredevils’, and ‘Into The Wild’.
The sponsorship includes Channel 4’s online video-on-demand service with pre-roll and mid-roll sponsorship bumpers played during every stream.
TV advertising, in particular sponsorships, allow advertisers to directly relate their products to a relevant environment and target market. This association with the programming allows for further social or lifestyle targeting albeit aspirational or just simply correct demographic targeting. This affiliation allows the creative to target in on the consumer and create a commercial or ‘idents’ that play on the fantasy imposed by the programming.
Sponsorship allows for the targeting of correct demographics in the right frame of mind, at high frequency. This frequency within a single programme allows for campaign ‘opportunities to see’ to be higher and in the case of multi-channel homes allows for niche targeting with high impact. As a rule of thumb; Multi-channel sponsorship allows for cost effective, high frequency and well targeted campaigns. Terrestrial channels allow for mass marketed high frequency campaigns.
Do you think that sponsorship can be effective as part of the media mix?
TV Advertising agency Improve Marketing https://www.improvemarketing.co.uk/tv-advertising