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Chart of the month: the effects of TV sponsorship can be long-lived for brand health

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September’s Chart of the month is taken from the very latest Thinkbox research study, ‘Get with the programmes’.  The study explored all aspects of TV partnerships, how they work and the results they drive for brands.

This chart contradicts those who say ‘all good things must come to an end’ as it demonstrates the effects of sponsorship are relatively long-lived, with brand metrics decaying slowly once a partnership ends. YouGov gathered results for all completed sponsorships to understand what happened in the nine months following the campaign’s end.  Whilst ad awareness fell quickly, the brand health metrics decayed at a far slower rate.

There is plenty of other great stuff in the study, so check out the full presentation here.


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