What is television sponsorship?

Television sponsorship is funding provided to a television program or network to help pay for airtime. Typically, such sponsorship is offered in exchange for commercial advertising. However, in some cases, TV sponsorship funds are awarded to support the public broadcasting of programs depicting the arts or educational programs without necessarily showing an actual television commercial.

Sponsorship funds can come from a variety of sources, including corporate sponsorships and charities. A sponsor is usually associated with a television show based on the demographics of viewers who tune in to a show. For example, television sponsorship from select toy manufacturers is combined with programming that appeals to children of a certain age. Likewise, television sponsorship of sports apparel companies is associated with televised sporting events watched by people who are more likely to purchase this type of apparel.

To become a sponsor, a company usually hires an advertising agency. This agency creates an advertising campaign that attracts a target audience. Such campaigns include television commercials and Internet advertising, as well as print and radio advertising. Once a TV commercial is filmed, the agency works with TV stations and may even work with individual program producers to ensure airtime during commercial breaks for a TV show.

It's also not uncommon for the creators of certain TV shows to get a sponsor to help produce a show before it airs. A documentary producer, for example, can design a sponsorship program and directly ask companies to finance the creation of a film. This type of relationship is also common to make the public aware of certain issues and events that take place in a community. For example, in exchange for supporting a particular fundraising event, coordinators may agree to mention a sponsor's name in television advertising for that event.

TV sponsorship may feature advertisements from local businesses or may represent sponsorship funding from a nationally known brand. In exchange for providing financial support to a specific TV network or show, advertisers hope to attract a certain amount of endorsement sales. For specific public broadcasts, especially those focused on educational programming, arts or education, some sponsors may not advertise directly through a television commercial. Instead, sponsorship advertising can be the simple mention of an advertiser's endorsement associated with a program. This type of television sponsorship aims to demonstrate to the public a company's commitment to certain community, social and public interests.