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Home > Business/Finance > Diversified Services > Marketing/Advertising/PR
Broadcast Sponsorship - UK
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- 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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