• Advertising Age, Friday, July 11, 2008 10:15 AM

A U.K. study shows that viewers identify with brands that sponsor their favorite TV show--more so than they bond with brands that run traditional TV spots. New research by Thinkbox shows that TV sponsorships capitalize on a viewer's feelings about a program; the stronger the feelings the stronger the emotional connection with the brand.

A sponsorship can increase a sense that the brand is "for me" by as much as 12% and boost intent to purchase by up to 9%, per the research. Brands can also adopt the personalities of the programs they sponsor, a phenomenon that researchers call "brand rub."

"This power of association took us by surprise," says David Brennan, Thinkbox director. "We wanted to find out how sponsorships work. It seems viewers like the brevity and accept the repetition."

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