Television Programme Sponsorships

Ofcom Guidelines • The sponsorship has to be clearly identified by using reference to the

name or the logo of the sponsor.• Credits need to be broadcasted either at the beginning and/or the end of

the programme. • Must be a clear relationship between the sponsorship and the

programme.• The sponsorship must be clearly separated from other advertising. • Sponsor credits must not contain advertising messages or calls to

action.• No third party advertisement through the credits.• Sponsor references in programme trails must be brief and secondary.• Multiple sponsors are acceptable on a programme and must be clearly

separate and each compliant with the rules.

Sponsorship… not advertisement!

• The primary focus of the sponsorship is predominantly on the arrangement rather than the sponsor or its products or services.

• The credits must be distinct from the sponsor’s advertising – slogans and straplines can be used, however, extra care must be taken, especially when there is use of footage from the sponsors advertising campaign. This ensures the primary focus is on sponsorship arrangement.

• No messages should be used that are likely to distract the sponsorship arrangement that would encourage purchase.

• There is no requirement to have a link between the programme content and the sponsor, its product or service.

• Prominently, the sponsorship arrangement must be clearly identified using a message such as “in association with…”, “sponsored by…”- this can be done either visually or through sound. However, it is recommended to use both as it gives further prominence of the sponsorship arrangement.

• Basic ‘contact’ details is allowed (how to access the sponsorship, but specific promotions, calls to actions or invitations to contact the sponsor is not acceptable.

• NO promotional references, price offers, detailed descriptions, factual statements or claims, shots which contain any benefits or positive attributes of the sponsor, etc.

Brief Analysis…From watching many sponsorship clips as research I have found that:• There isn’t too much dialogue (in order to not break the rule of

promoting)• Recognisable images are used as a unique selling point for the sponsor in

order to target the specific audience – for example, Compare the Market’s sponsorship uses the meerkats and has one bit of on screen text saying “#meerkatband” – people may search this hashtag (New media devise) into twitter and find a topic on the sponsorship – leading to promotion of the advertisement without obliging Ofcom’s rules.

• They target the same target audience as the programme – The family show You’ve Been Framed uses a car advertisement for a family car with a stereotyped nuclear family being used in the sponsor clip.

• Often link to the programme – Macleans Sponsorship for Dancing on Ice shows a wintery scene and also shows ice skating in the action.

Initial Ideas…

• Fashion Website Commercial – - Will sponsor a Reality Television programme, as from research

I have recognised this is where they mostly occur as it targets a similar target audience. For example, The Only Way is Essex is sponsored by boohoo.com

- The sponsor clip will be kept very basic, with just dialogue and on screen text to the link the fashion website and also dialogue and text saying “Sponsored by…” to stick the Ofcom’s rules.

- The footage will be similar to the shots from the commercial – very action based (dancing, posing, movement, etc. – in the clothing and products from the website).

• Fragrance Commercial – - Will sponsor a variety of different programmes

around the Christmas season as it is a ideal gift idea for loved ones. Most likely to be sponsoring Talk Shows – such as Loose Women or Reality Television programmes.

- Alike to my other commercial, it will also be kept very basic.

- Similar to shots from the commercial, with a Christmas feel to it to conform to the season and give gift ideas to the viewers. Very mystical theme.