Associating a brand with a TV show via billboards aired before, during and after the program.
TV sponsorship means 'presenting' a show: your brand appears in short 6–10 second billboards at the program's entry and exit points. Budgets range from €30,000 for a thematic channel show to several hundred thousand euros for a major channel's daily access slot.
Daily repetition and association with an affinity program build strong familiarity, often at a lower cost per contact than classic spots. It's also a format spared by ad zapping.
"We use sponsorship as a familiarity accelerator for brands in their establishment phase: a well-chosen daily access slot can do more for spontaneous awareness than an equivalent spot wave."
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