Product Type: Market Research Report
Published by: Mintel International Group Ltd.
Published: July 2007
Product Code: R560-2744Description This report assesses the size and shape of the UK television and radio sponsorship market and examines consumer attitudes towards it, both in isolation and in comparison to their attitudes towards broadcast advertising.It assesses the factors that are influencing current trends in the market, identifies where these may lead in the short and medium term and considers the position of broadcast sponsorship in both the sponsorship sector as a whole and the wider marketing mix. As well as consumer perspectives, the report also canvasses industry opinion on the main issues it faces today and going forward.
Table of Contents - Issues in the Market
- Main issues
- Definition
- Consumer research
- Abbreviations
- Market in Brief
- A growing share of a shrinking market…
- …but still the bridesmaid to spot ads’ bride
- Reducing regulation: not too late, but still too little
- New technology the key driver of future growth
- Reaching the young
- Avoiding ads, seeking sponsorships…
- …but ads still build sales, while sponsorships build brands
- Fragmentation: opportunity rather than threat
- Competition: internal, not external
- Industry perspectives
- Finding the right marketing mix
- The creativity question
- Measurement and understanding
- Internal Market Environment
- Key points
- TV viewing: quality more important than quantity
- Figure 1: Time spent watching TV on an average weekday, 2005 and 2006
- Radio penetration rates high and steady
- igure 2: Time spent listening to radio during the last seven days, 2005 and 2006
- Declining share of listening masks sustained high levels of reach
- Viewing and listening habits
- Figure 3: Frequency of watching TV programmes, February/March 2007
- Figure 4: Viewing habits, February/March 2007
- More channels: more planning, more flicking
- Tuning in to local commercial radio
- Figure 5: Type of radio regularly listened to, February/March 2007
- Ad avoidance
- Regulation
- Television
- Channel sponsorship offers biggest boost for niche players
- In danger of losing gaming cash?
- ‘Junk’ food ad ban increases pressure
- Radio
- Channel sponsorship a slow burner
- Product placement
- Advertiser-funded programming
- Greatest potential in radio
- Broader Market Environment
- Key points
- Economic climate
- Positive patterns of overall adspend
- Technology
- Multichannel television
- Figure 6: UK multichannel TV penetration, by platform, 2002-07
- Interactive TV
- Personal Video Recorders
- Up to a third of ads being fast-forwarded, but it’s not all bad news
- Radio platforms
- Figure 7: Favourite means of listening to the radio, February/March 2007
- DAB digital radio
- DTV
- Internet
- MP3
- Mobile
- The Internet
- Figure 8: Computer, Internet and broadband take-up, 2002-06
- Competitive Context
- Key points
- The marketing mix
- Figure 9: UK broadcast sponsorship share of total adspend, by medium, 2004 and 2006
- The media mix
- Figure 10: Total UK adspend, by medium, 2004 and 2006
- Sponsorship escapes online onslaught
- The sponsorship mix
- Figure 11: UK sponsorship market, by sector, 2002-06
- Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- Television Sponsorship
- Key points
- A strong performance bucks the advertising trend
- Figure 12: Estimates and forecast of expenditure on UK television programme sponsorship, 2002-12
- ITV still the dominant sponsorship player
- Figure 13: Estimated expenditure on UK television programme sponsorship, by broadcaster, 2006
- Digital expansion aids Channel 4
- Sponsorship most important to BSkyB
- Cost gap closes on airtime
- The future
- More platforms, more channels, better activation
- Uncertainty over PVR and interactive effects
- Factors incorporated in the forecast
- Radio Sponsorship
- Key points
- Passing the £100 million mark
- Figure 14: Trends and forecasts in expenditure on radio programme sponsorship and promotions by UK companies, 2002-12
- Sponsorship high on the radio agenda
- Increasing competition from new TV channels
- Local stations take the lion’s share
- Figure 15: Expenditure on UK radio sponsorship, by type of broadcaster, 2006
- The future
- New platforms offer greatest opportunities
- Factors incorporated in the forecast
- Trade Perspectives
- No sponsorship is an island
- Are sponsorship and spot advertising good neighbours?
- Frequency versus creativity
- How can success be measured?
- Future development of broadcast sponsorship
- The Consumer - Advertising and Sponsorship Target Groups
- Figure 29: Advertising and sponsorship target groups, by demographic sub-group, February/March 2007
- Pro-Sponsors (31% of respondents, or 9.5 million Internet users aged 16+)
- Who are they?
- Captive Audience (29% of respondents, or 8.9 million Internet users aged 16+)
- Who are they?
- Non-Commercials (41% of respondents, or 12.6 million Internet users aged 16+)
- Who are they?
- Where to target the target groups
- Figure 30: Advertising and sponsorship target groups, by programming regularly watched on terrestrial TV, February/March 2007
- Figure 31: Advertising and sponsorship target groups, by programming regularly watched on satellite/cable/Freeview TV, February/March 2007
- Interactivity and the call to action
- New radio formats also provide opportunities
- Figure 32: Advertising and sponsorship target groups, by favourite means of listening to the radio, February/March 2007
- APPENDIX: RESEARCH METHODOLOGY
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