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How TV sponsorship can help television spot advertising

How TV sponsorship can help television spot advertising

MediaScience is the leading provider of lab-based audience research, incorporating a range of neuro-measures including biometrics, facial expression analysis, eye tracking, EEG, and more. With state-of-the-art labs in New York, Chicago, and Austin, MediaScience is discovering actionable insights in advertising, technology, media, and consumer trends.

Dr. Duane Varan, the global authority of neuromarketing research, founded Audience Labs (formerly the Interactive Television Research Institute) during his tenure at Murdoch University in Perth, Australia, in 2001. In 2005, he launched the Beyond : 30 Project, a consortium exploring the changing media and advertising landscape, and in 2008, he was approached by Disney Media Networks to set up a dedicated custom research lab on a broader scale – and so MediaScience was born. Though he officially left Murdoch in 2015, he continues to maintain some research links with the University of South Australia and has been widely recognised for his innovative contributions to teaching and the neuromarketing industry as evidenced by a long list of awards and over 90 published academic papers in his field.

Below is an abstract from one of his papers about how TV sponsorship can help television spot advertising from the European Journal of Marketing accredited by the Academy of Marketing.

This paper aims to test TV sponsorship bumper effects, for the same brand, on 30-s TV spot advertising.
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.
Sponsorship boosts ad effectiveness and is measured by ad awareness and ad liking. Both effects were stronger for unfamiliar brands.
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.
Advertisers can use the results to evaluate investing in sponsorship and advertising packages, which can help unfamiliar brands achieve familiar brand awareness.
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.

Bellman, S., Murphy, J., Arismendez, S.V. and Varan, D. (2019), “How TV sponsorship can help television spot advertising”, European Journal of Marketing, Vol. 53 No. 1, pp. 121-136.

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How TV sponsorship can help television spot advertising.