Broadcast Sponsorship - Cutting through the clutter
In 2008, broadcast sponsorship revenues declined 2.3%, significantly less steep than the 4.2% fall in overall advertising revenues. The broadcast sponsorship market is also expected to be more resilient, bouncing back with 5% growth in 2009 and breaking through the £300 million barrier during 2010.
Although radio has doubled its share of sponsorship revenues in under a decade, its earning power has begun to stall as the advertising industry recession has continued to deepen. TV sponsorship was quicker to dip but has rallied strongly during 2009.
Since the economic downturn began in 2007, marketing budgets have been squeezed across the board. But despite the negativity surrounding the marketing communications industry, sports sponsorship market has appeared fairly resilient so far, demonstrating growth of 2.1% to £486 million in 2008, while above-the-line adspend declined. While to a certain extent this growth may have been as a result of
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In 2008, broadcast sponsorship revenues declined 2.3%, significantly less steep than the 4.2% fall in overall advertising revenues. The broadcast sponsorship market is also expected to be more resilient, bouncing back with 5% growth in 2009 and breaking through the £300 million barrier during 2010.
