How TV sponsorship can help television spot advertising. (7th January 2019)

• Record Type: Journal Article
• Authors: Bellman, Steven; Murphy, Jamie; Arismendez, Shruthi Vale; Varan, Duane
• Is Part Of: European journal of marketing. Volume 53:Number 1(2019)
• Page Start: 121
• Page End: 136
• Publication Date: 2019-01-07
• Subjects: Television -- Sponsorship -- Advertising effectiveness; Marketing -- Periodicals; Consumer behavior -- Periodicals; 658.8
• DOI: 10.1108/EJM-10-2017-0651
• Languages: English
• ISSNs: 0309-0566

Abstract

Abstract : Purpose: This paper aims to test TV sponsorship bumper effects, for the same brand, on 30-s TV spot advertising. Design/methodology/approach: An experimental study tests sponsorship bumpers and 30-s TV spot ads for eight brands, four familiar and four unfamiliar, using realistic stimuli and a sample representative of the US population. Findings: Sponsorship boosts ad effectiveness and is measured by ad awareness and ad liking. Both effects were stronger for unfamiliar brands. Research limitations/implications: The results show that combining sponsorship with spot advertising has an additive effect. The study design did not allow tests for potential synergy (multiplicative) effects. Practical implications: Advertisers can use the results to evaluate investing in sponsorship and advertising packages, which can help unfamiliar brands achieve familiar brand awareness. Originality/value: To the authors' knowledge, this is the first study to compare the effectiveness of sponsorship-boosted ads with sponsorship bumpers alone and with TV spot ads.