Sponsorship sequences

What are they?

As well as a TV and radio advertisement, i have to also do a sponsorship sequence. Sponsorship sequences are really good for expanding and glorifying a brand. Sponsorship sequences are short little trails which follow a TV program. They are advertisements also known as "Bumpers", which have to be shown before the program starts, during the break in the middle and at the end of a program. The bumpers have to be shown because the brand company will have payed the producers of the show vasts amount of money for the spots meaning that the advertising company are contractually obliged to accommodate their advertisements with the show. This thus makes the brand a sponsor of the show.

Benefits of Sponsorship sequences

This method of advertising is such a simple yet effective way of advertising a brand. Sponsorship sequences usually accommodate a TV show of the same ethos. For instance, coronation street was sponsored by Harvey's furniture store who's tag line for the advert was "Bringing your home to life". By associating your advertisement with a program of a similar genre, the target audience can be immediately and effectively reached.

Another good feature of  bumpers is that it enables quite a lot of advertising in a short space of  time. With normal advertising spots hard to come by, it's rare for a brand to get more then one advertisement spot in a single break but with sponsorship you could get four in in the space of an hour depending on how long the program is being sponsored. The quantity and concept also isolate the advertisement from other advertisement because it's different and more recognizable because it's not just come in the middle of a long stream of advertisements. This is good for making the advertisement/brand more receptive for its target audience.