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Channel 4 Programme Sponsorship Idents

Sponsorship Idents Package for Anglian Home Improvements

Anglian Home Improvements sponsored Channel 4’s ‘Five O’clock Show’ during its run in 2010. JMS Group worked with The Point, Anglian’s creative agency to develop a concept for a package of sponsorship idents that centred around a knight in armour – a nod to the client’s brand mascot – kicking back to watch the show in his castle keep. The bumpers were filmed in a single day at Hedingham Castle in Essex.


Production Company: JMS Group
Agency: The Point
Client: Anglian Home Improvements
Cinematography: Steven Hall
Director: John Mountford
Producer: Francesca de Lacey

The Benefits of TV Show Sponsorship for Advertisers

TV remains a powerful medium for reaching audiences at scale, and influencing consumer behaviour. While traditional commercials continue to play a significant role, TV show sponsorships can be a compelling alternative, offering a unique blend of brand integration and audience engagement.

Branding and Association

Sponsoring a popular TV show provides advertisers with a valuable opportunity to align their brand with the show’s content, characters, and overall themes. This strategic association can effectively transfer positive perceptions and emotions associated with the show to the sponsor’s brand, enhancing brand recognition and fostering positive brand sentiment.

Targeted Audience Reach

TV shows typically attract a well-defined audience with specific demographics, interests, and lifestyles. By sponsoring a show that aligns with their target audience, advertisers can reach their desired consumers with greater precision, maximizing the effectiveness of their advertising efforts.

Creative Integration and Storytelling

TV show sponsorships offer advertisers the flexibility to integrate their brand messaging into the show’s narrative and creative elements. This allows for more subtle and engaging branding opportunities that can resonate deeply with viewers, leaving a lasting impression.

Enhanced Brand Recall

Sponsorship bumpers, typically short promotional segments that air before, during, or after a TV show, provide a consistent reminder of the sponsoring brand. Repeated exposure to these bumpers reinforces brand awareness and increases the likelihood that viewers will recall the brand when making purchasing decisions.

Cost-Effectiveness and ROI

Compared to traditional 30-second commercials, TV show sponsorships can often be a more cost-effective way to reach a large audience. The extended exposure and brand association opportunities can generate significant returns on investment, making sponsorships a valuable addition to an advertiser’s marketing strategy.

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