April 27, 2024

Lukerya Rodionova: sponsorship is “the market chef’s special”

The AdPass editorial team has released a special project featuring the winners of the Perspectum Awards. Lukerya Rodionova, Head of Sales and Communications for TNT and TNT4 TV channels of Gazprom-Media Sales House, answered questions about TV sponsorship and talked about the most in-demand formats.

In what cases and for which businesses would you definitely recommend using TV sponsorship?

If we imagine broad-reach media as a menu, TV would be the “main course” for brands focused on building brand knowledge, while sponsorship would be “the market chef’s special.” When a TV channel collaborates with a brand, it always feels unique and draws the most attention. The industry or size of the company is not a limitation here, unless specifically restricted by law. However, many sponsors share a defining trait: ambitious goals. These may include category leadership, launching a new product line, or achieving “lovemark” levels of customer loyalty. Sponsorship is a long-term and deliberate investment in brand development. If a business is ready to scale, this tool will serve as a powerful springboard.

What TV sponsorship formats will be most in-demand in 2024, and why?

Today, TV content is in demand across all environments. However, the overlap of digital platform audiences and traditional broadcasting remains insignificant. For instance, the overlap for TNT viewers who watch the channel’s projects both on TV and online is around 15%.¹ Thus, the most effective and in-demand sponsorship format is large-scale 360° projects that combine TV, digital platforms, and bloggers. This format is entertaining and delightful to viewers, making it the best way to reach the desired audience. Special projects allow the use of additional tools not available in traditional TV: voting, contests, and leveraging the social media presence of show hosts and participants. The variety of interactive and performance-driven sponsorship mechanics represents a potential we plan to explore further in 2024.

What should a brand pay attention to when planning a TV integration? Any tips or tricks you could share?

In today’s environment, we have learned to close deals quickly and build flexible production processes. The market’s structured approach and transparent tools streamline interactions with TV channels. Sales houses, advertising agencies, associations, and research companies all play a role in this. However, making it to the big screen requires a high level of business involvement. Together, we brainstorm and develop the sponsorship project. The quality is multiplied if the advertiser shares insights with us and has a clear understanding of their consumer profile. This allows us to think strategically and create something unprecedented. The top tip from me is to embrace experimentation and delight viewers with emotions, discounts, and gifts.

¹Source: Vision, study on audiences of TNT projects. TV vs Internet, base: 2,000 people aged 14–44. Statement: “Those who watch TV more than once a week.”

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