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PROGRAMME SPONSORSHIP

RESEARCH DRIVERS

• TVNZ could see sponsorship working as a powerful medium

• The goal was to develop a deeper understanding of how and why it works through investigating the opportunities and boundaries in order to maximise the positives for both sponsors and viewers

• So Colmar Brunton was engaged to conduct an indepenent study to research and measure the effects of sponsorship

METHODOLOGY: A COMPREHENSIVE 2+ YEAR PROGRAMME

Colmar Brunton conducted a series of focus groups across the country, answering qualitative and quantiative

questions

11 QUALITATIVE RESEARCH GROUPS

• Auckland

• Palmerston North

• Christchurch

14 QUANTITATIVE RESEARCH GROUPS

• Nationwide research of 1,000 individuals, split into 14 separate case studies

on TVNZ programme partnerships

QUALITATIVE TEAM DIRECTOR HEATHER ENGLISH

• Involved in the sponsorship programme since its inception in 2004

• Seven years previous experience in marketing, branding and communications

research

RESULTS

VIEWING EXPERIENCE FEEDBACK

• Most common complaint: “don’t interrupt my viewing”

• Clearly free to air tv as a commercial medium but a balance must be struck between viewer/viewing experience, the advertiser and the programme/broadcaster

SPONSORSHIP IS SEEN AS A GOOD DEAL

NEGATIVE: interrupting viewing

experience

NEUTRAL: not intruding on viewing

experience

POSITIVE: adding to viewing

experience

Sponsorship, product placement

RESULTS

VIEWER PERCEPTION

When viewers perceive the advertiser/sponsor is bringing something of value, they believe:

• More funding = a better quality production

• 76% of TV viewers polled credit the sponsor with making the show a better quality production

• Sponsorship means they get to see shows they might not otherwise see

• 73% of TV viewers polled credit the sponsor with bringing them shows they might not otherwise see

• Brand perceptions are enhanced

• 72% of TV viewers agree they have more positive impressions of a brand which sponsors a programme they really enjoy

CONCLUSION

Sponsorship is a powerful medium because it has the potential to achieve real buy-in from the viewer-consumer

Source: Colmar Brunton Research

ACTIVE SPONSORSHIP

NEGATIVE: interrupting viewing

experience

NEUTRAL: not intruding on viewing

experience

POSITIVE: adding to viewing

experience

Sponsorship, product placement

ACTIVE SPONSORSHIP

Meeting viewers and advertisers needs by actively promoting the sponsor’s attributes, whilst respecting the overall

viewer experience

CREATIVE SYNERGY

CREATIVE SYNERGY

• Provides a viewer experience in its own right

• It’s like a little story in its own right

• Reflects the appeal of the programme (mood, style, humour, warmth, etc) and enhances the emotional benefit for the viewer

• Give the viewer what they came for

• Show enthusiasm for the programme

• Sponsor wants to be attached to this programme because they genuinely support it

• Take owership of the programme

• Sponsor’s values are aligned with the values of the viewer

TAKING OWNERSHIP

EXAMPLES OF HOW SPONSORS TAKE OWNERSHIP OF THE PROGRAMME

• Pay for a better quality production

• Sponsor the programme into a popular timeslot

• Pay for the programme to run ad free

IN RETURN, VIEWERS RESPONSES ARE MORE FAVOURABLE

• Viewers accept of the advertiser’s right to be involved in that programme

• There is greater willingness to listen to and learn from the brand’s message due to percieved relevence

• Positive associations with the brand are obtained

• There is a sense of market leadership for the brand (especially with ‘big’ programmes)

WHEN SPONSORSHIP GOES BAD

OVER-SATURATION OF BRAND

• When the sponsor’s message impinges on the viewer/programme experience

MIS-MATCH OF PROGRAMME AND SPONSOR

• If a brand sponsors a programme simply because it’s in vogue, or a cult classic, but there is a lack of genuine appreciation percieved for the programme

SPONSORSHIP FALLS INTO THE NEUTRAL ZONE

• When the sponsorship is not promoted in an engaging way