Nescafe’s backing of Friends, Martini’s link with ITV’s James Bond
season and Cadbury’s association with Coronation Street all represent a
’good fit’ as TV sponsorships, according to a survey from research
project VIPer.
Although about 60% of a 1000-strong sample group praised these
sponsorships, the group was more critical of the association between
Bristol & West and Friends on Sky One and Jacobs’ sponsorship of Who
Wants to be a Millionaire, whose tie-ups were described as a ’bad fit’
by 31% and 37%, respectively.
The survey also revealed an ambivalent attitude toward TV sponsorship in
general. Some 33% said TV sponsorship failed to make the programme ’more
of an event’ and 46% said they were no more likely to remember a TV
sponsor than a brand advertised in a commercial break.
VIPer (Very Important People - exclusive research) is jointly funded by
Channel 4, Conde Nast Publications, Classic FM, More Group, Times
Newspapers and Mediapolis. Future research will examine attitudes to
radio and print.
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