Neglected Success Factors Of Tv-Sponsorship

As in the last decade TV commercials have become less effective and viewers more and more eager to avoid them, below-the-line communication is becoming increasingly important within the communications mix of many companies. Techniques like sponsorship attract the attention of marketing practice more than ever. TV-Sponsorship is a special promotional tactic that shows the advertising message not within a cut-in commercial break, but at the beginning or the end of a movie or television broadcast. As it guarantees a visible flash of the sponsor’s brand at the outset of the current program, the focus lies predominantly on the communicative effect of placing the sponsor’s brand in connection with a certain content (Harvey 2001). The spreading of TV-Sponsorship in entertainment programs has raised the interest of advertisers to verify the effectiveness of this instrument. A comprehensive research of antecedents and consequences has not taken place so far; present studies merely focus on sport or cultural event sponsorship. In order to fill this research gap, the aim of this study is to assess the effectiveness of specific execution antecedents of TV-Sponsorship in terms of resulting sponsor’s brand attitude and purchase intentions.