Abstract
About this report
- In 2008, broadcast sponsorship revenues declined 2.3%, significantly less steep than the 4.2% fall in overall advertising revenues. The broadcast sponsorship market is also expected to be more resilient, bouncing back with 5% growth in 2009 and breaking through the £300 million barrier during 2010.
- Although radio has doubled its share of sponsorship revenues in under a decade, its earning power has begun to stall as the advertising industry recession has continued to deepen. TV sponsorship was quicker to dip but has rallied strongly during 2009.
- ‘Clutter’ remains a major issue for the market, with nearly three quarters of consumers claiming to pay no attention to who sponsors what, and four in ten saying there are too many sponsors to remember who they are.
- Many consumers who ' avoid' ad breaks are still likely to see sponsorship idents, with a fifth of all TV viewers using the break bumpers to alert them when the programme is about to start again.
- Consumers' level of awareness of radio sponsorships is far lower than television sponsorships: while seven in ten TV viewers could correctly match at least one TV programme with its sponsor in Mintel’s survey, nine in ten radio listeners could not match any radio programmes with their sponsors.
- Women appear to recall sponsors better than men. Similarly, younger consumers have a higher awareness of sponsorship than older consumers do.
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