Study: 89% Of TV Audiences Trust A TV Sponsor More Than An Actual Advertiser

Study: 89% Of TV Audiences Trust A TV Sponsor More Than An Actual Advertiser

A new study by British TV station Channel Four has revealed that viewers actually trust a show’s sponsor more than they do an actual advertiser.

As always, any research by TV networks needs to be taken with a grain of salt; however, Channel Four’s research was reportedly compiled by independent research agency Consumer Insight to aggregate 107 individual Channel 4 sponsorship studies across its flagship programme brands and strands, including 257 waves of research that involved speaking to over 80,000 viewers over the past five years.

The primary findings of the study included:

  • 89 per cent saw brands that sponsor TV as more trustworthy than other forms of advertising
  • Sponsorship had the highest cut through with two-thirds of the notoriously difficult to engage 16-34s
  • 79 per cent accepted and expected sponsorship as part of the TV experience and 80 per cent of viewers stated that sponsorship credits act as the cue to their programme viewing
  • 76 per cent of viewers thought that TV sponsorship is a more expensive form of advertising and in turn 91 per cent perceived sponsoring brands to be more premium
  •  68 per cent wanted to see more of sponsorship as a form of advertising. This rose to 80 per cent if the viewer was exposed to a product category they were actively in the market for
  • 91 per cent believed sponsorship is the future of advertising
  • Amongst those who recalled the sponsorships 54 per cent stated that they were more likely to buy a sponsor’s product

Commenting on the results, Channel Four’s head of digital and partnership innovation, Jonathan Lewis, said: “As an industry we haven’t talked about sponsorship for a while and it’s clear that recent generations of agency planners and buyers have not been exposed to its true potency.

“Although we’ve always known what sponsorship delivers for brands we lacked the proof. As the biggest survey of its kind this new research provides that proof. Some of the findings have left us pleasantly surprised, especially the positive perceptions around audience acceptance and relevancy amongst young audiences.

“At a time when brand safety and the need for accountability are paramount to advertisers we are delighted to see that TV sponsorship provides a reliable, transparent and effective platform for a host of brand and marketing communications challenges,” he said.

Please login with linkedin to comment

Channel Four

Latest News

AFR Remya Ramesh head of digital experience at Coles for BOSS Young Executive of the Year  Wednesday 16th June 2021 Photo by Eamon Gallagher
  • Media

AFR BOSS Names Winners Of 2021 Boss Young Executives Awards

In a year where ‘business as usual’ is anything but, AFR BOSS reveals six of Australia’s most inspirational and outstanding young leaders who excelled during the pandemic. The six have been crowned the 2021 BOSS Young Executives in the prestigious awards program, now in its 18th year. Run in conjunction with global leadership consulting firm […]

QMS Renews Contract With Manboom
  • Marketing

QMS Renews Contract With Manboom

On first inspection, B&T was hoping to bring you some manboobs news here. But as you'll see, it's a girdle-free read.

Marketing strategy on digital mobile platform - cross-device tracking programmatic advertising and multi targeting with laptop and mobile phone gadgets.
  • Technology

Index Exchange And MediaMath Join The Human Collective

HUMAN Security (formerly White Ops) today announced two new founding Human Collective members: Index Exchange and MediaMath. Together they participated in thought-provoking panel discussions during the recent IAB Tech Lab CTV & Video Advertising: Growing with Standards virtual event where they emphasized how important it is to work together in the fight against fraud on […]

by B&T Magazine

B&T Magazine
SCA Appoints Cathrine McVeigh To Head Of Audio Production And Operations
  • Media

SCA Appoints Cathrine McVeigh To Head Of Audio Production And Operations

SCA has announced the appointment of Cathrine McVeigh to head of audio production and operations. She will be part of the content leadership team. In the newly created role, McVeigh will oversee the creation of SCA’s new audio production and content operations hub and lead a combined team across the country to deliver a rapidly […]