Research confirms:

• Sponsorship is Trusted: 89% saw brands that sponsor TV as more trustworthy than other forms of advertising

• Sponsorship particularly appeals to young audiences: sponsorship had the hightest cut through with two thirds of the notoriously difficult to engage 16-34s

• Sponsorship is perceived as an intrinsic part of the viewing experience: 79% accepted and expected sponsorship as part of the TV experience and 80% of viewers stared that sponsorship credits act as the cure to their programme viewing

• Sponsorship confers a premium on the sponsoring brands: 76& of viewers thought that TV sponsorship is a more expensive form of advertising and in turn 91% perceive sponsoring brands to be more premium

• Sponsorship is seen as the future of advertising: 68% wanted to see more of the sponsorship as a form of the advertising. This sore to 80% if the viewer was exposed to a product category they were actively in the market for

• Sponsorship is seen as progressive: 91% believed sponsorship is the future of advertising

• Sponsorship sells: Amongst those who recalled the sponsorships stated that they ere more likely to buy a sponsor’s product