Sponsorship - Advertiser Funded Programming
When there is no ideal sponsorship opportunity for the advertiser and the traditional spot campaign is not sufficient to deliver the communication message an Advertiser Funded Programme (AFP) could provide the solution.
As a result of its longer format (AFPs tend to be anything from 2 mins in length) advertisers are able to able to gain from an association that communicates more than a traditional spot campaign.
The longer format is re-enforced by the way that audiences view the programme, it is aired in programme time and not commercial airtime. The advertiser gains accreditation for funding the programme via credits, which appear in the same format as traditional sponsorship bumpers.
Note: At present no product placement or branding can appear in an AFP, but we are talking to OFCOM about shifting the parameters... so watch this space.
At ids we have the capacity to create AFPs via our association with our channels and it doesn't have to be as expensive as many people think! For a guide to the cost and to find out exactly what is achievable please contact us.
The different forms of AFP:
- When an advertiser pays for a broadcaster's content (i.e. a movie package) from a Hollywood studio and in return the advertiser receives advantageous media value from that broadcaster.
- When an advertiser creates content (which they sponsor) in isolation from a broadcast, which is then given away to broadcasters on a local level. The ROI for the advertiser is via the sponsorship credits around each programme.
- When an advertiser wholly or partly funds a programme series with a production company or broadcaster. Under current OFCOM regulations the advertiser cannot affect the editorial content of the programmes. The programme series can be sponsored by the advertiser, but references to the advertiser or product placement within any of the shows is prohibitive.
Examples of AFPs on ids channels:
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Renault Scenic and UKTV
To support the re-launch of the Renault Scenic, 16 x 2min films were created called Scenic Days Out. Produced by BBC Broadcast the programmes featured British locations suitable for active families to go to on a day out. Programmes were edited and scheduled to be relevant to their channel environments e.g. UKTVGold, UKTVStyle, UKTVHistory and extended off-air with support material produced by BBC Magazines. The campaign increased awareness of the Renault Scenic and created a positive association with family days out. Please see the case study for more information. |
IKEA - "What You Wish For"
"What You Wish For" was an animated TV series which stared interior design guru Morty Pollock and provided viewers with advice and inspiration to transform their properties. By funding this original programming IKEA were able to achieve cut through in an increasingly cluttered environment and be associated with content aligned to the IKEA brand. The 2 minute shows were transmitted on UKTVStyle and UKTVBrightIdeas.
Our key tips for success:
- Define objectives on what is to be achieved from an AFP project
- Understand the guidelines - Under current OFCOM regulations, advertisers cannot effect editorial content of programmes nor have product references within the shows.
- Allow enough time to explore off screen opportunities to create maximum impact from the project.
- Be clear on how the ROI will be measured? Hard measures - product sales, shareholder value. Soft measures - brand perceptions, awareness.
- Choose the right partners to work with - too many projects are created in isolation from the broadcaster, however, without their approval and buy in the programmes will not be broadcast.
- Collaboration - understand what each party wants to get out of the project and work together to achieve these shared goals.
