December 20, 2023

76% of advertisers are actively integrating sponsorship into the media allocation of their brands

The widest range of sponsorship opportunities is provided by entertainment TV channels.

TV sponsorship remains the leading branding tool, as Gazprom-Media Sales House concluded in a survey evaluating its effectiveness. During the National Advertising Forum, market experts discussed the results of the study with the partners: Russian Association of Communications Agencies (RACA) and major players in the media industry. Advertisers representing brands from various product categories participated in the survey. The survey data is handled by Sostav.

More than 50% of respondents believe that the demand for TV sponsorship has increased in the past two years. 76% of advertisers are actively integrating sponsorship into the media allocation of their brands.

In 2021, advertisers focused on improving brand health metrics and ensuring that the message reaches the intended target audience. In 2023, fostering brand loyalty is a top priority. The primary objectives also include establishing or refining the brand image and showcasing the unique benefits of the product.

According to advertisers, content integration and sponsorship bumpers are the most effective sponsorship options. Almost 80% of respondents use integration to increase brand awareness and strengthen audience loyalty. One-third of advertisers note that placement in TV content helps boost sales.

Around 30% of participants selected alternative options: their own branded content, digital activations, virtual integrations, and a dynamic logo. This indicates a demand for diverse types of sponsorship advertising.

Approximately 70% of advertisers expect to allocate between 10% and 30% of their yearly TV budget to sponsorships. Meanwhile, 26% of advertisers are willing to spend up to one-third or even half of their TV advertising budget on sponsorships. And this trend is showing positive dynamics.

Most brands still consider their core target audience to be individuals aged between 20 and 50 years old. However, there has been a shift in the upper age limit from 65+ to 71 years.

The key to successful TV sponsorship is to choose a TV channel where the brand is most organically represented. When making a decision, advertisers consider the target audience, costs, and creative approach to implementation.

Entertainment TV channels remain the most effective in terms of placement opportunities. Thematic and applied programs are considered the most effective by 55% of advertisers. Comedy shows have moved up to second place (40%) among the best genres for TV sponsorship. 33% of respondents went with sports broadcasts. These are narrowly ahead of films and series (32%), music shows (32%), and reality TV shows (31%).

Advertisers consider the involvement of celebrities, the adaptation of the ad to the channel’s style, and the exclusive video production based on a design brief to be the primary added value of TV sponsorship.

The survey also aimed to determine whether awareness of sponsorship performance metrics encourages advertiser investment. The survey results revealed that 26% of respondents increased sponsorship placements after reviewing data from the first and second waves of the industry survey.

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