ITV - Coronation Street
Think TV sponsorship; think Cadbury's and Coronation Street? Plenty do, and Cadbury's have signed up to continue this relationship, but on the strength of ... what? What is the evidence for sponsorship's effect on a brand? What is the role of programme sponsorship in the changing media landscape of the 21st Century, when product placement, ad funded programming and whole channel sponsorship are now upon us, and spot ad revenues are in decline?
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C4 Big Brother - Who goes? Research Decides
Hard as it is to believe, the phenomenon known as Big Brother has now been on our screens for 8 years! Big Brother is the highest profile reality TV show in the UK, a yearly media event and showing a 20% year on year increase in advertising revenue alone.
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Flying High With Cedar Communications
Working with Cedar Communications, we conducted an exciting and innovative project combing a range of methodologies including qualitative discussion workshops, eye-tracking and semiotic analysis. The project's purpose was to glean insight to further aid the ad sales process as well as focussing on the editorial/content development of BA Highlife and High Life Shop! magazines specifically.
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Emap Construction - It's Showtime!
The Interbuild show at the NEC, Birmingham is the event in the UK construction calendar. No other event in the UK comes close to attracting so many key companies and individuals from the construction industry and we weren't afraid to get our hands dirty!
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ITV Coronation Street
Think TV sponsorship; think Cadbury's and Coronation Street? Plenty of people do, and Cadbury's have signed up to continue this relationship, but on the strength of … what? What is the evidence for sponsorship's effect on a brand? What is the role of programme sponsorship in the changing media landscape of the 21st Century, when product placement, ad funded programming and whole channel sponsorship are now upon us, and spot ad revenues are in decline? ITV needed to ensure they had the whole picture: of sponsorship's role, relevance and benefits. They wanted to understand how sponsorship can affect brand perceptions, how creative design influences the performance of sponsorship, and how to ensure that programme and brand are truly working in partnership.
All sponsored ITV programmes had been tracked in research for nearly a decade, most recently by Ipsos. However, these simple evaluations of cut through, and opinions of the sponsorship creative at a top line level were not moving ITV's strategy forwards. In a fierce competitive climate the broadcaster nowadays needs to deliver more bang for the advertisers' buck, which requires market-leading knowledge of how to sell and produce programme sponsorship that will maximise client investment.
So ITV commissioned Quaestor in 2005 to explore these issues, and help them develop a new strategy for sponsorship in 2006. Our expertise and our unique creative thinking created a bespoke study tailored to their objectives and complementing the existing bank of tracker data.
A range of research tools and methodologies were employed, beginning with qualitative exploration: ethnographic home visits to allow researchers to see how families interact with TV sponsorship, group discussions to unpick the dynamics of consumer perceptions, depth interviews with leading professionals in the sponsorship/advertising/TV world to set findings in a commercial context and provide a 'health check' for ITV against the competition. Finally, a robust quantitative phase using cutting edge WAPI technology enabled us to model the mechanics of sponsorship and break down the component parts of creative design into their relative influence.
If you need to know more about how sponsorship can work for your brand, how to design winning sponsorships, or how to use this unique medium for your top client, contact:
Adele Gritten 0113 205 7002