ITV seeks sponsorship revenue boost

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

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here