TV Sponsorship's can be used in a variation of ways depending on the objective of the product or service in which a company is providing. It may be that with certain products the only way to reach an audience that typically watches television is to do that through other programmes that are highly populated to watch - for example in many popular shows such as X FACTOR or LOVE ISLAND, there are tv sponsorships between breaks to promote certain products. The benefits of sponsorships can vary; such as increased product awareness, improved corporate image, product positioning, enhancement of an advertising campaign and client entertainment. The sponsorship can produce the following - display of logo, brand identity, display of signage at events, personal endorsements, association of brands. This can happen within the space of a 30 second promotion video. The following are examples:
This is the super drugs sponsorship for the TV programme, love island - through the 12 seconds of this promotion they are able to present a view of their summer essential products speaking to the audience in the small time of 12 seconds, even if a niche audience - this will produce a higher promotion of their product due to the amount of viewings from the original show in which it is sponsoring, even through this advertisement they are trying to reinforce the conventions of love island as they present a couple in love on the beach kissing. They also present the couple again in a pool, also like in reference to love island and the activities taking place within the programme. By doing this within my TV sponsorship I could sponsor a programme similar to love island or one like the voice and present women and men background getting ready with lipstick. This could sponsor any programme where someone is preparing themselves using my product within the frame.
This is also an example of a TV sponsorship, however with this one they use the technique of making their product dance and rock along to the music to present the dance show in which they are sponsoring by doing this it is very effective as audiences will quickly relate this sponsorship to the show thus promoting their product in a contagious way among target audiences, they present the products in a very street animated background, focusing on the target audience of young people and people who enjoy dance - young audiences will refer to this sponsorship due to the vivid colours and animated chewing gum characters. Using dialogue such as "Ashley banjos dance!" etc it produces the promotion of the programme whilst also promoting their product - by doing this it teams up both sponsor and programme so it is easy for the audience to refer to the programme through this sponsorship.
When producing my own TV sponsorship I want it to be of the minimum length of twenty seconds within these twenty seconds I want there to be music along the lines of a song by Kehlani and in the shot I want the camera movement to pan across my character lining her lips with my product - a lipstick. The shot what I want to be using will be Mid-shot so I can introduce the characters frame and top, mostly reflecting the product colour and back drop colour so it looks collective and neat. In the shot where it will be saying "sponsored by Lippy lips." I want lippy lips to come up on the screen with a flashing lip within the middle of the typography - then it will forward and run into the programme that I am sponsoring which will be The Voice as this particular show follows the same demographics that I would like to target as my aimed audience. Such as Men and Women from 18 and above. I considered this to be the programme I am sponsoring as The Voice focuses on singing, and peoples voices so most camera shots on their show will be mid shot and sometimes extreme shot onto their mouths of which my product will be presented. The voice is shown on the channel ITV which has a broad target audience such as young, female/male and housewives etc. On The Voice they may have male contestants with quirky styles and images and this can lead into the idea that my product is gender neutral.
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