ITV is planning a push to increase sponsorship revenue following the announcement of a £200,000 study into TV sponsorship awareness.
Research company Millward Brown has been employed to conduct a 52-week tracking study.
The research – details of which are to be announced later this week – will enable ITV to give week-on-week awareness figures for all network sponsorships.
The results will replace previous project-by-project research (also by Millward Brown) and go hand-in-hand with recent moves to present ITV schedules to clients up to a year in advance.
ITV Network Centre chief executive Andrew Quinn announced the move at TV95 on Friday (March 10).
Laser Sales chief executive Mick Desmond reinforced the need for the £200,000 study when he said ITV sponsorship has previously been sold too fast and cheaply.
“Good research has two effects. The price will rise if you can prove that it works, and demand will also increase,” explained one ITV sponsorship director.
Columnist, background TV95, pages 19-21