DairyFriend sponsors Daytime on ITV1

-          What program to sponsor?

I have conducted some research earlier about sponsorship sequences, and reviewed this to help me form an idea for my sponsorships.

In my research I found that companies could sponsor programs, channels, and strands of TV. I need to consider my target audience when deciding what to sponsor, as each programme or channel will offer a different audience that are watching, this may be a mass/nice audience, old/young, from high/low culture.

My target audience is a very broad mass audience, those who are early adults to older people, because milk is a product used on a mass scale by everyone, it is not a niche product, and my advert is aiming to position UHT milk as a mass product, therefore I am aiming it at everyone who is a customer of fresh milk. My audience is likely to be mianly families and the older generation, those who need convenient milk that they can travel with. This will affect the kind of channel I want to advertise on, It needs to be one of the main terrestrial channels such as channel 4 or ITV, which reach a large audience.

It is also being aimed at those with a higher income, as I am trying to position it as a premium product. This will have an effect on the channel or programme I choose to Sponsor, as It needs to steer away from anything that is too low culture - partly because it will be viewed by the wrong audience, partly because it will then bring negative associations to the brand.

My immediate thought is to sponsor something on ITV, it is a channel that reaches a mass audience, and has programmes of high and low culture broadcasted. I looked at programmes I could sponsor such as Jeremy Kyle or Daybreak, as these reach a mass audience. However, I think Jeremy kyle is too much of a low culture programme, and is therefore usually sponsored by Bingo wesbites - reinforcing low culture.

I am now thinking I could sponsor a strand of televeision on ITV, such as ITV daytime, This would mean showing the sponsorship sequence to a wide audience, from morning to afternoon, and across a range of programmes. Each programme in this strand is likely to be watched by families in the morning, stay at home parents and older/retired people. This is covering a huge chunk of my target market, because those watching ( specifically elderly and stay at home parents ) are those that will be doing the family shopping, and those that need to be advertised to. It is also a useful way of sponsoring a range of programmes with slightly different audiences, those included in the daytime strand are : Daybreak, Lorraine, Midsomer murders, The Alan Titchmarsh show, among others. These are aimed at different segments of my market, so I would be advertising to all of them.