Thinkbox study reveals value of sponsored TV content

Viewers of a sponsored TV show are “significantly more likely” to believe the sponsoring brand is popular than non-viewers, according to new research.

The study, commissioned by the UK marketing body for commercial TV Thinkbox, said that 78% of viewers of a sponsored show believe the brand to be popular compared to 68% of non-viewers.

The research, which was carried out by YouGov and research firm House 51, also claimed that for less well-known brands their brand awareness was 17.2% points higher than for non-viewers.

When the sponsorship creative was a “good fit” with the TV show, key brand health metrics for viewers of the sponsored show were 5% points higher than for non-viewers, said the study.

“People judge you by the company you keep, and this is at the heart of TV sponsorship’s power,” said Thinkbox’s research and planning director, Matt Hill.

“We’ve found very strong evidence that TV sponsorships’ impact is long lasting and that, if advertisers want to see them work at their hardest, they should ensure they’re integrated with the rest of their advertising and making use of the additional promotional tools the broadcasters provide.”