VCCP Media’s Simon White wonders whether TV sponsorship can solve the problems of ad-blocking, brand safety, visibility and ad avoidance all in one neat package.
Today, the world of media has found itself at a strange crossroad. While technology has allowed us to monitor and analyse consumers better, it has also brought with it a cloud of doubt that surrounds debates on measurability, accountability and brand safety.
But fear not, in these paradoxical times where progress and uncertainty are working alongside each other, there’s a tried and tested media solution. A solution which has had somewhat of a revival over the last few years, and is standing very comfortably and confidently amongst its more wobbly peers – sponsorship.
This year, across ITV, C4 and Sky, over 230 sponsorships have already been active, and the market size is expected to match 2016’s figure of £200m net. This is no mean feat given the serious lack of big sporting events this year, and the fact that the TV market as a whole is down 9% so far.
Ad-blocking, brand safety, visibility – does TV Sponsorship have the answer? @VCCPMedia‘s Simon White discusses via @MediatelNews https://t.co/hcS5qqY3FO
— VCCP (@VCCP) October 24, 2017
This boom in popularity can largely be attributed to the glut of technology in our houses. Over 60% of us have a set-top box and, more importantly, over 20% of all shows viewed are time shifted. This has opened up something of a golden opportunity for sponsorship, whereby bumpers are used as signposts, telling consumers when their show is about to restart.