Evaluating New Ways to Fund TV Content

What is acceptable and unacceptable in terms of company involvement in television content? For example, could an oil company sponsor a surfing program? Or could a charity fund its own TV show?

The balance of power is shifting away from intermediaries towards consumers and their relationships with the brands they value. Technology has allowed new players greater direct access to the public through digital media including corporations, governments and NGOs who have their own agendas which may or may not be obvious to the audience.

And with marketing giants such as Unilever greatly increasing their ad spend in this sector, content marketing is definitely a hot topic for marketers.

Clare Lui, Executive Director – Ipsos Connect shared at a recent Ipsos HK Client Seminar result from a new and exclusive Ipsos Study which assesses the Advertiser Sponsored Programming market in Hong Kong, the UK and the USA.

Using laddering exercises and potential scenarios, the study provides a ranking of various levels of company involvement in programmes, with further case studies matching companies & and industries with programmes.