When an advertiser provides financial support to a radio or television program, it is called sponsorship. This support can be total or partial and is governed by a set of specifications established by agreement between the advertiser and the broadcasting network.

The French Advertisers Association (UDA) identifies four distinct forms of audiovisual sponsorship: bartering, co-production, the integration of products in the form of promotional gifts, and the inclusion of the sponsor’s name in the credits and/or trailers. Sylvère Piquet emphasizes that these different methods offer advertisers a variety of opportunities to support programs while benefiting from appropriate visibility.