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Broadcast Sponsorship - UK - October 2009

  • In 2008, broadcast sponsorship revenues declined 2.3%, significantly less steep than the 4.2% fall in overall advertising revenues. The broadcast sponsorship market is also expected to be more resilient, bouncing back with 5% growth in 2009 and breaking through the £300 million barrier during 2010.
  • Although radio has doubled its share of sponsorship revenues in under a decade, its earning power has begun to stall as the advertising industry recession has continued to deepen. TV sponsorship was quicker to dip but has rallied strongly during 2009.
  • ‘Clutter’ remains a major issue for the market, with nearly three quarters of consumers claiming to pay no attention to who sponsors what, and four in ten saying there are too many sponsors to remember who they are.
  • Many consumers who 'avoid' ad breaks are still likely to see sponsorship idents, with a fifth of all TV viewers using the break bumpers to alert them when the programme is about to start again.
  • Consumers' level of awareness of radio sponsorships is far lower than television sponsorships: while seven in ten TV viewers could correctly match at least one TV programme with its sponsor in Mintel’s survey, nine in ten radio listeners could not match any radio programmes with their sponsors.
  • Women appear to recall sponsors better than men. Similarly, younger consumers have a higher awareness of sponsorship than older consumers do.

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Table of contents

  1. 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

                                                                                                                                                                Companies Covered

                                                                                                                                                                • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                • Apple Computer UK Ltd
                                                                                                                                                                • Asda Group Ltd
                                                                                                                                                                • Barclaycard
                                                                                                                                                                • British Market Research Bureau (BMRB)
                                                                                                                                                                • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                • Broadcasters' Audience Research Board Limited
                                                                                                                                                                • Channel 4
                                                                                                                                                                • Co-operative Group
                                                                                                                                                                • Domino's Pizza UK & IRL, plc
                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                • H P Bulmer Holdings PLC
                                                                                                                                                                • Interactive Advertising Bureau (UK)
                                                                                                                                                                • J. Sainsbury
                                                                                                                                                                • Lidl (UK)
                                                                                                                                                                • Marks & Spencer
                                                                                                                                                                • Microsoft Ltd (UK)
                                                                                                                                                                • Nintendo UK Entertainment Ltd
                                                                                                                                                                • Ofcom
                                                                                                                                                                • Specsavers Group
                                                                                                                                                                • talkSPORT
                                                                                                                                                                • TalkTalk Telecom Ltd.
                                                                                                                                                                • Tesco Plc
                                                                                                                                                                • The Carphone Warehouse Ltd
                                                                                                                                                                • Virgin Media Ltd
                                                                                                                                                                • Virgin Radio
                                                                                                                                                                • Waitrose
                                                                                                                                                                • Wm Morrison Supermarkets
                                                                                                                                                                • World Advertising Research Center
                                                                                                                                                                • YouTube, Inc.

                                                                                                                                                                Broadcast Sponsorship - UK - October 2009

                                                                                                                                                                £1,995.00 (Excl.Tax)