Sponsorship of TV programmes (Spanish)

Date of publication: September 1, 1992

Abstract:

The contents of this paper provide information on viewers' perception, understanding and evaluation of sponsorship of T.V. programmes and telepromotions. This form of communication emerged in Spain in 1990 at a moment when important changes were taking place in T.V. supply, with the appearance of three new nationwide, privately owned channels. At present it has an important role and ranks as a significant instrument within the communications world, as has happened to a greater or lesser extent in other European countries. The paper is based on the results obtained in a qualitative study, the field work for which was carried out in June and July 1991. This study consisted of twenty-four group discussions with regular T.V. viewers from a broad socio- demographic spectrum, representative of the typical audiences at different times of the day. The results are of interest to advertisers, media and researchers in their search for and evaluation of new, innovative forms of communicating and relating with consumers or customers in an attempt to: -Communicate contents/messages on brand image values. -Solve problems related to audiences (coverage, impact, etc.) and changes in viewers' behaviour (zapping, etc.) which are emerging in respect of traditional commercial blocks. The basic conclusion to be drawn from the study is that sponsorship of T.V. programmes is a complementary, non- substitutive alternative to conventional commercial breaks, and should be addressed within the overall communications strategy of the sponsoring company. Whether it is or is not effective for the sponsor will depend on how the different- intervention variables are selected.

Enrique Matesanz

Author

This is a long description of some author details.

Juan Jose Izquierdo

Author

This is a long description of some author details.

This could also be of interest:

Research Papers

Research Papers

Research Papers

  • PDF