Table of Contents
- Issues in the Market
- Main issues
- Definition
- Abbreviations
- Market in Brief
- TV-led recovery points sponsorship value towards £300 million mark
- A changing world is changing viewing and listening habits
- PVRs create dangerous new tribe of brand avoiders
- Market proving recession-resistant -- for now, at least
- Youthful sponsorship sector continues its growth spurt
- Sponsorships struggle to cut through rising clutter
- Product placement to place sponsors in a difficult position?
- Regulation and recession are increasing the appeal of AFP
- Technological advance opens new sponsorship horizons
- Future strategies: Exposure v targeting
- Internal Market Environment
- Key points
- TV and radio audiences
- Television: Audience fragments spread over a widening area
- Figure 1: Average weekly television viewing figures per person, 2005-09
- Radio: Local sponsors for local stations?
- Figure 2: Average weekly radio-listening figures, Q2 2007-Q2 2009
- Viewing and listening habits
- Television: Audiences settle down with new technologies
- Figure 3: Time spent watching TV on an average weekday, 2005-09
- Young and affluent targets still proving hard to hit
- Figure 4: Profile of commercial television viewers, by gender, age and
socio-economic group, H1 2009
- DIY TV
- Radio: Lifestyle and technology changes threaten the listening habit
- Figure 5: Regularity of radio listening during the last seven days,
2005-09
- Mobile keeping radio connected to kids
- Figure 6: Profile of radio listeners, by age, 2008
- Sponsorship regulation
- Television: Rules promote differentiation
- Radio: More liberalisation on the cards
- Product placement set to join the TV advertising cast
- Broadcasters and brands tuned in to advertiser-funded programming
- Broader Market Environment
- Key points
- Up-front costs pose biggest risk in recession
- New platforms, new opportunities?
- Multichannel penetration: UK becomes a digital nation
- Figure 7: UK multichannel TV penetration, by platform, 2004-09
- Interactive TV: Red button...
- Figure 8: Most popular reasons for pressing red button, 2008
- ...green button
- Radio platforms: DAB dominance limiting interactivity...
- Figure 9: DAB digital radio penetration, Q2 2004-09
- ...but mobile could open the door
- Figure 10: Have ever listened to radio via mobile phone, by age, Q2
2004-09
- The internet: Broadband opens up new content opportunities
- Figure 11: UK residential internet connections, 2003-08
- Demographic trends: A mature market
- Figure 12: Profile of TV audiences, by age, 2009
- Figure 13: Profile of radio audiences, by age, 2008
- Competitive Context
- Key points
- The marketing mix: Sponsorship still gaining ground
- Figure 14: UK broadcast sponsorship share of total adspend, by medium,
2004-08
- The media mix: More rivals for advertising than sponsorships
- Figure 15: Total UK adspend, by medium, 2004-06
- Internet still poses only limited threat
- The sponsorship mix
- Figure 16: UK sponsorship market, by sector, 2004-08
- Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- Trade Perspective
- Key points
- New technology: An optional extra?
- Broadening the boundaries through interactive engagement
- How is sponsorship surviving the recession?
- Industry wish list for regulatory change
- Snapshot of the future
- Market Size and Forecast
- Key points
- Sponsorship on the rebound in 2009
- Figure 17: Total expenditure on UK broadcast sponsorship, at current and
constant 2009 prices, 2004-14
- Television sponsorship approaches the £200 million mark
- Radio sponsorship steady in gathering storm
- Case Studies
- Orange/This Is Who I Am (Bauer Radio)
- Harveys/Coronation Street (ITV)
- Specsavers/Legends (Real Radio North East)
- The Co-operative Pharmacy/The Pollen Count (Five)
- Intel/24-hour Challenge (Capital FM)
- Do Consumers Recognise TV Sponsorships?
- Key points
- Viewing preferences: Sponsorship opportunities no longer just about reach
- Figure 18: Types of TV programmes watched regularly, April 2009
- Repetition aids recollection
- Figure 19: Brands correctly matched with TV properties, April 2009
- Recognition still determined by volume of exposure
- Biggest audience has lowest recall
- Do Consumers Recognise Radio Sponsorships?
- Key points
- Radio reach: Never mind the width, feel the quality
- Figure 20: Radio stations listened to on a regular basis, April 2009
- Low awareness overall -- but sports deals making headway
- Figure 21: Brands correctly matched with radio properties, April 2009
- Local listeners: Loyal or lacking?
- Parents tuned in and switched on
- Appendix -- Do Consumers Recognise TV Sponsorships?
- TV viewing -- by demographics
- Figure 24: Most popular types of TV programmes watched regularly, by
demographics, April 2009
- Figure 25: Next most popular types of TV programmes watched regularly,
by demographics, April 2009
- Figure 26: Other types of TV programmes watched regularly, by
demographics, April 2009
- TV viewing combinations
- Figure 27: Most popular types of TV programmes watched regularly, by
types of TV programmes watched regularly, April 2009
- Figure 28: Next most popular types of TV programmes watched regularly,
by types of TV programmes watched regularly, April 2009
- Figure 29: Other types of TV programmes watched regularly, by types of
TV programmes watched regularly, April 2009
- Brands matched with TV properties
- Figure 30: Most popular brands matched with TV properties, April 2009
- Figure 31: Next most popular brands matched with TV properties, April
2009
- Brands matched correctly with TV properties, by demographics
- Figure 32: Most popular brands correctly matched with TV properties, by
demographics, April 2009
- Figure 33: Next most popular brands correctly matched with TV
properties, by demographics, April 2009
- Bands correctly matched with TV properties, by TV viewing
- Figure 34: Most popular brands correctly matched with TV properties, by
types of TV programmes watched regularly, April 2009
- Figure 35: Next most popular brands correctly matched with TV
properties, by types of TV programmes watched regularly, April 2009
- Figure 36: Other brands correctly matched with TV properties, by types
of TV programmes watched regularly, April 2009
- Combinations of brands correctly matched with TV properties
- Figure 37: Most popular brands correctly matched with TV properties, by
other brands correctly matched with TV properties, April 2009
- Figure 38: Next most popular brands correctly matched with TV
properties, by brands correctly matched with TV properties, April 2009
- Appendix -- Do Consumers Recognise Radio Sponsorships?
- Radio listening, by demographics
- Figure 39: Most popular radio stations listened to on a regular basis,
by demographics, April 2009
- Figure 40: Next most popular radio stations listened to on a regular
basis, by demographics, April 2009
- Combinations of radio listening
- Figure 41: Most popular radio stations listened to on a regular basis,
by radio stations listened to on a regular basis, April 2009
- Figure 42: Next most popular radio stations listened to on a regular
basis, by radio stations listened to on a regular basis, April 2009
- Brands matched with radio properties
- Figure 43: Most popular brands matched with radio properties, April 2009
- Figure 44: Next most popular brands matched with radio properties, April
2009
- Brands correctly matched with radio properties, by demographics
- Figure 45: Ability to match any radio programmes correctly with their
sponsors, by demographics, April 2009
- Brands correctly matched with radio properties, by radio listening
- Figure 46: Most popular brands correctly matched with radio properties,
by radio stations listened to on a regular basis, April 2009
- Figure 47: Next most popular brands correctly matched with radio
properties, by radio stations listened to on a regular basis, April 2009
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