Abstract
This report assesses the size and shape of the UK television and radio sponsorship market and examines consumer attitudes towards it, both in isolation and in comparison to their attitudes towards broadcast advertising.It assesses the factors that are influencing current trends in the market, identifies where these may lead in the short and medium term and considers the position of broadcast sponsorship in both the sponsorship sector as a whole and the wider marketing mix. As well as consumer perspectives, the report also canvasses industry opinion on the main issues it faces today and going forward.
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