Leaders from Sky, HUB, Channel 4 and ITV recently appeared at a special panel event to discuss how TV sponsorship can help brands get results with any budget.
Prolific North, in partnership with Leeds agency HUB, hosted the event at MediaCity on November 5th.
The esteemed panel consisted of ITV Client Strategy & Planning Controller Mike Liall, Channel 4’s Content Solutions Manager Alex Peet and Sky Sales Controller Laura Peterson.
Completing the panel was Chris Hudson, chairman of Leeds integrated marketing agency HUB, which has been delivering successful media strategy campaigns for 17 years.
Taking place just yards from the home of the BBC and ITV in the North, with the Coronation Street set just over the water, the event sought to lift the lid on TV sponsorship.
Often seen as a preserve of big, household brand names only, the panel discussed how TV sponsorship actually offers unique ways for brands to connect with audiences and elevate their visibility.
It does, however, come with challenges, unexpected considerations, and a fair few misconceptions.
In front of a live audience of big and small brands, the panel considered these questions:
- How the channels worked together to promote the benefits of TV sponsorship and advertising?
- What are the different types of TV sponsorship?
- Why do people avoid TV sponsorship?
- How has the TV sponsorship landscape changed in recent years?
- What is licensing and how can it drive impact for brands?
- What should you consider when planning strategy, sponsorship placement and TV networks?
- What should people keep in mind when planning budgets for TV sponsorship campaigns?
- How is a sponsorship property valued?
- What does good creative execution look like for a TV sponsorship campaign?
- How do you measure the success of a TV sponsorship campaign?
- How does TV sponsorship work as part of an integrated campaign?
- When should a strategy planner consider sponsorship?
Thanks to all our panel for taking part in a hugely insightful and informative session. The whole event was filmed by HUB, so if you’d like to view a recording, contact Abbie Harrop at HUB on abbie.harrop@thisishub.com.
Event partner
