TV Sponsorship is where advertisements have a sponsorship which serves as a matchmaker between the brand product or service and the audience which allows for brand associations. Thus, this allows for the association to embed more easily in the audience's mind. TV sponsorship can vary between simple on-air associations or programmes to long term partnerships with branded content, product placement, televised branded events and more. It can be used in a variety of ways depending on the brand product or service's object. In some cases, the only way that the product or service's target audience can be reached is through other TV programmes that have high viewers. TV sponsorships can be shown in between breaks of TV programmes to further promote the product or service. In a TV sponsorship, the brand logo will mainly be displayed or a short promotion video will be displayed.
There are many benefits of TV sponsorship such as increased product awareness. It can deliver a consistency of audience, time of day and environment as there will be certain TV programmes that are on certain days every week such as the 'X Factor'. Audiences will tune in to watch the programme and become aware of other products or services between the breaks through TV sponsorship. It is also a great way for advertisements to first get on TV. It can also lead to an improved corporate image as if the product or service advertised is associated with a big TV programme such as the 'X Factor' then audiences will know that it is a worthy product or service. As well as this, TV sponsorship benefits the most in enhancing advertisement campaigns where a product or service has recently been released. This will benefit companies as there will be a wide range of audience through TV sponsorships as well.
This advert from TalkTalk is a prime example of TV Sponsorship that is displayed on the 'X Factor'. It is a 10 second promotional video for 'TalkTalk' and clearly presents their service in an enlightening way where other people have already acquired their services and having a good time. The fact that there will already be a large amount of viewers watching the 'X Factor' means that they will reach out to more viewers and maximize their publicity. In the video, the audience can clearly view that 'TalkTalk sponsors The X Factor' and those who like the show will be more open to trying out TalkTalk's services. The enthusiasm that is conveyed through the advert also emphasizes the show's energy which also promotes the 'X Factor' as well. This shows how TV Sponsorship works to benefit both parties and the way it is useful for both TalkTalk and the 'X Factor'.
TV Sponsorship can be identified with 'X Factor' and 'Just Eat' in the ten second advert above. We can clearly see that 'Just Eat proudly sponsors' the X Factor which is shown through the show's logo. TV sponorship is used to significant effect in this video again as both companies are able to promote their services and benefit from each other. 'Just Eat' shows Michael Springer in an entertaining way where he is dancing to the music and food. This is effective as audiences who already enjoy watching the show will be lured into the energetic vibe that 'Just Eat' lets off in their short advert. They are also able to attract a wide range of audiences as the 'X Factor' will already have a fanbase and the TV sponsorship makes it seem that the two companies are deeply associated as they are very similar to each other in its presentation.
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