People love their favourite TV shows and brands that sponsor them can share in that love and borrow from it to improve brand health metrics and increase awareness , according to new research.
A study commissioned by Thinkbox, the marketing body for commercial TV in the UK, combined qualitative and quantitative research among viewers by House 51 with analysis of YouGov’s Brand Index database alongside its TV programme database to provide evidence of the impact of programme partnerships.
House 51 reported that the personality fit between a viewer of a sponsored TV show and the sponsoring brand was 53% higher than the fit
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