TV sponsorship, also known as TV sponsorship, involves a company associating its brand with a television program in order to gain visibility and potentially improve its image, depending on the program’s content. This association is generally manifested through a visual animation at the beginning of the program or through short on-screen segments during sporting events. The brand may also be mentioned and its products highlighted when they are used as prizes in a game show.<\/p>\n\n\n\n
Compared to the traditional format of a television commercial, TV sponsorship is often considered a more economical way to achieve reach and increase brand awareness and\/or image. However, due to the more limited exposure time, it does not allow for the development of an advertising message as detailed or persuasive as in a traditional television commercial. Before television advertising slots were opened to these sectors, program sponsorship was commonly used by brands from various fields such as print media, publishing, and retail.<\/p>\n\n\n\n
According to 2016 figures from IREP, TV sponsorship represented approximately \u20ac155 million in television advertising space, or just under 5% of total TV advertising space. The effectiveness of TV sponsorship varies depending on several factors, such as the target audience and the relevance of the sponsored program.<\/p>\n\n\n\n
A concrete example of a TV sponsorship opportunity could be a brand associated with the broadcast of a sporting event. Testimonials from advertisers explaining their strategies for using television sponsorship are also available.<\/p>\n","protected":false},"template":"","categories-glossary":[309],"class_list":["post-160861","dictionnaire-dico","type-dictionnaire-dico","status-publish","hentry","categories-glossary-communication-public-relations"],"_links":{"self":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/dictionnaire-dico\/160861","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/dictionnaire-dico"}],"about":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/types\/dictionnaire-dico"}],"wp:attachment":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/media?parent=160861"}],"wp:term":[{"taxonomy":"categories-glossary","embeddable":true,"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/categories-glossary?post=160861"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}