The term “sponsorship” is often incorrectly used to describe the financial support by an advertiser of short programs broadcast outside of traditional advertising blocks, usually during prime time on television. This practice was widespread in France until 2004, particularly in sectors like supermarkets, which were then limited in their ability to advertise on television. Sponsorship is a form of partnership that allows advertisers to reach a large television audience while avoiding the saturation of traditional advertising slots. This approach is also common in radio.