Analysing TV Sponsorship Sequences

When thinking about a TV sponsorship sequence we immediately thought of sequences before weather forecasts. As this was our immediate thought we decided that we should do the same because that was our first thought for sponsorship sequences which could mean that we are most exposed this particular form of sponsorship. We also thought that we could link the weather to our advert, as featured in our advert is the drink bringing colour back into a workout which has similarities to the people looking at weather forecasts to brighten up their day.

Advert 1

The above sponsorship sequence was shown before ITV national weather forecasts. This advert is similar to their main TV advert but shorter. They also have adapted the lyrics to their song to fit the theme of weather forecasts, which they are sponsoring. Sponsorship sequences consist of a opening bumper to the programme in question and a closing one. This particular clip features before and after the weather forecast. This method is not uncommon as it saves money for the company and also the repetitive nature gets the product/service known to the viewers. This is also helped by the catchy nature of this particular sequence which not only has a catchy song for viewers to learn it also has words in a karaoke style along the bottom. This particular sequence is 15 seconds long, most TV  companies won't permit sequences much longer than this because of the tight TV schedules. With such a short time on screen it is vital that the brand name is shown for the majority of the advert. In this particular case their is a black banner at the bottom of the screen displaying the programme being sponsored and the company that is sponsoring.

Advert 2

Despite deciding that we wanted to make a sponsorship sequence for the weather, we thought it important to analyse sponsorship sequences for programmes as well. This particular advert is for Cadbury sponsoring Coronation street. The first difference between the previous sequence is that this sequence has nothing to do with Cadburys TV adverts. This may be due to the nature of the product being advertised, however as Cadburys adverts regularly change. This advert, like the previous, has a relation to the programme being sponsored. In this case the street is made of chocolate. Because their are more advert breaks in a TV programme than a weather forecast it gives the opportunity to make a mini series out of the sequences, which is a more light hearted version that the programme being sponsored. The break bumper (shown below) is shorter than the others and is very simple giving the logo of the programme and the sponsor with little else in terms of information. The same voiceover is used for all sequences, saying the exact same phrase which is memorable.