Sky ‘high’ in sponsors’ estimation

Broadcast sponsors enjoy a more positive association with the Sky Television brand than with ITV, according to research for BSkyB.

Viewers expect sponsors of Sky programmes to be upmarket and blue-chip, whereas they believe companies sponsoring ITV series are more likely to be less interesting, the survey reveals.

“Sky is seen to be a go-ahead, technically advanced service: its image has moved from tabloid to lifestyle,” claims Graham Saxton, director of The Sponsorship Research Company, which conducted the study.

Sponsorship of Sky programmes ensures a threefold association: with the programme, the channel and the broadcaster. A tie-up with Sky endorses the sponsoring brand, Saxton claims.

“On commercial terrestrial channels, positive values conveyed to the sponsor stem entirely from the programme itself – ITV has no common personality,” according to the report, Paying for the Privilege – Staying for the Experience?

The findings also reveal that all Sky programmes – even the news – are perceived by viewers as available to sponsors, although news cannot be sponsored on any channel. Respondents believe sponsors’ products are overtly promoted during programmes and do not object – despite an Independent Television Commission ban on undue prominence.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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