Table of Contents
Issues in the Market
-
- Main issues
- Definition
- Abbreviations
Future Opportunities
-
- Convergence can bring sponsors and consumers closer together
- Mintel Inspire
- Opportunity
- Put your money where your mouth is...
- Mintel Inspire
- Opportunity
- Building synergy through product placement – official or otherwise...
- Mintel Inspire
- Opportunity
- Creativity key to green-button engagement
- Mintel Inspire
- Opportunity
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
Who’s Innovating?
-
- Key points
- Nintendo’s brainwave
- Jazz FM on deck
- Lucozade Energy is watching you
- Fiat takes over Five
- Dial-a-pint
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
Attitudes Towards Broadcast Sponsorships
-
- Key points
- Sponsorships avoiding avoidance
-
- Figure 22: Attitudes towards sponsorship of TV and radio programmes, April 2009
- PVR pressure
- Sports fans switched off to TV sponsorships
- Concern grows about clutter
- Awareness alone will not change purchasing habits
- AFP most welcome locally?
TV Sponsorship Awareness
-
- Key points
- Multiple sponsorship recall remains low
-
- Figure 23: Number of TV sponsors matched correctly, April 2009
- Women and younger respondents show best recall
- Reality TV a good environment for sponsors
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
Appendix – Attitudes Towards Broadcast Sponsorship
-
- Attitudes towards broadcast sponsorship, by demographics
-
- Figure 48: Most popular attitudes towards sponsorship of TV and radio programmes, by demographics, April 2009
- Figure 49: Next most popular attitudes towards sponsorship of TV and radio programmes, by demographics, April 2009
- Attitudes towards broadcast sponsorship, by TV viewing
-
- Figure 50: Most popular attitudes towards sponsorship of TV and radio programmes, by types of TV programmes watched regularly, April 2009
- Figure 51: Next most popular attitudes towards sponsorship of TV and radio programmes, by types of TV programmes watched regularly, April 2009
- Figure 52: Other attitudes towards sponsorship of TV and radio programmes, by types of TV programmes watched regularly, April 2009
- Attitudes towards broadcast sponsorship, by radio listening
-
- Figure 53: Most popular attitudes towards sponsorship of TV and radio programmes, by radio stations listened to on a regular basis, April 2009
- Figure 54: Next most popular attitudes towards sponsorship of TV and radio programmes, by sponsors of TV programmes, April 2009
- Combinations of attitudes towards broadcast sponsorship
-
- Figure 55: Most popular attitudes towards sponsorship of TV and radio programmes, by attitudes towards sponsorship of TV and radio programmes, April 2009
- Figure 56: Next most popular attitudes towards sponsorship of TV and radio programmes, by attitudes towards sponsorship of TV and radio programmes, April 2009
- Brands correctly matched with TV properties, by attitudes towards broadcast sponsorship
-
- Figure 57: Most popular brands correctly matched with TV properties, by attitudes towards sponsorship of TV and radio programmes, April 2009
- Figure 58: Next most popular brands correctly matched with TV properties, by attitudes towards sponsorship of TV and radio programmes, April 2009
-
- Figure 59: Most popular brands correctly matched with radio properties, by attitudes towards sponsorship of TV and radio programmes, April 2009
- Figure 60: Next most popular brands correctly matched with radio properties, by attitudes towards sponsorship of TV and radio programmes, April 2009
Appendix – TV Sponsorship Awareness
-
- Levels of TV sponsorship awareness, by demographics
-
- Figure 61: Number of brands correctly matched with TV properties, by demographics, April 2009
- Levels of TV sponsorship awareness, by TV viewing
-
- Figure 62: Number of brands correctly matched with TV properties, by most popular types of TV programmes watched regularly, April 2009
- Figure 63: Number of brands correctly matched with TV properties, by next most popular types of TV programmes watched regularly, April 2009
- Figure 64: Number of brands correctly matched with TV properties, by other types of TV programmes watched regularly, April 2009
- Brands correctly matched with TV properties, by levels of TV sponsorship awareness
-
- Figure 65: Brands correctly matched with TV properties, by number of brands correctly matched with TV properties, April 2009
- Levels of TV sponsorship awareness, by attitudes towards broadcast sponsorship
-
- Figure 66: Number of brands correctly matched with TV properties, by most popular attitudes towards sponsorship of TV and radio programmes, April 2009
- Figure 67: Number of brands correctly matched with TV properties, by next most popular attitudes towards sponsorship of TV and radio programmes, April 2009
Back to top