What is the difference between naming and sponsoring a TV show?

When we are on the TV show, we can often hear that this program has the exclusive title of a certain brand or a certain product.

Broadcast; Or an exclusive sponsorship. So what's the difference between a TV show's title and sponsorship? After a series of online surveys, I will give you an analysis below.

The definition of the first title and sponsorship is different. Title is often a kind of advertising for a brand or product, and this program is used to improve the popularity of the product or brand. However, sponsorship refers to a series of expenses such as funds, props, equipment, etc., provided by a brand or company for the show.

The second title and sponsorship are of a different nature. Whenever "this program is broadcast under the title of a certain brand or product", it is actually advertising to the brand, and this kind of advertising is often charged, and the brand has to pay the advertising fee to the column group. However, sponsorships are sometimes unpaid and sometimes paid.

For example, a competition may be sponsored for free. But for the crew, it is often necessary to find some paid help to ensure that the daily shooting of the program team is carried out very smoothly. <>

The third is title and sponsorship, which are expressed in different forms when broadcast. There are several ways to broadcast the title, such as "this program is broadcast by a certain brand or product" at the beginning of the program, oral broadcast by the host, adding the brand's trademark in the studio, interspersing advertisements of the title sponsor between the programs, or adding the name of the title sponsor to the name of the program, etc. However, sponsorship is often in a special acknowledgment to express the program team's gratitude to the sponsor.

I also have a preliminary understanding of the difference between sponsorship and naming, but I don't know if I have spoken thoroughly enough about the difference between sponsorship and naming. If you think what I said is too thorough, you are welcome to add it in the comment area. Thank you!

The title has no sponsorship and strength, and the sponsorship is sponsored by entrepreneurs, such funds will be very high, and many actors will get a lot of money, which is still quite powerful.

Naming generally refers to a phased publicity strategy adopted by an enterprise in order to enhance the awareness and influence of the enterprise, product and brand. Sponsorship is a kind of public relations special activity in which social organizations sponsor social undertakings or social activities free of charge in the form of providing funds, products, equipment, facilities and free services.

The meaning of sponsorship is to give some material sponsorship, and the title is to use this title for the program group, so as to achieve the purpose of advertising, and this title should be more powerful than sponsorship.

The purpose of the two is different, naming is a strategic means to increase awareness, and sponsorship is an activity to help others.

1. The number of mentions is different.

Title broadcast: add the title sponsor in front of the name of the program, add the name of the title sponsor wherever the name of the program appears, and the advertisements during and after the program should also have advertisements of the title sponsor.

Special broadcast: Only in the opening or closing credits or subtitles will the advertising message of the special broadcast sponsor be highlighted.

2. The cost is different.

Title broadcast: It is more expensive because it appears more often.

Special broadcast: It is cheaper because it appears less often.

3. The form of reference is different.

Title broadcast: Enterprise program name.

Special broadcast: This program is specially broadcast by the enterprise.

For example, Brain Platinum Classic Theater, OPPO mobile phone happy base camp.

Similar to the one below, just make a little adjustment.

New Year's Joy - 2011 Yunnan New Year International ** Week Activities.

Sponsorship Contracts. Party A: New Year's Joy - 2011 Yunnan New Year International ** Week Organizing Committee (hereinafter referred to as Party A).

Party B: (hereinafter referred to as Party B).

Based on the principle of honesty and credibility, mutual benefit and common development, both parties A and B co-organized and supported the special title event of the 2011 Yunnan New Year International ** Week "Agricultural Bank Night" (hereinafter referred to as this event) for the joy of the New Year, and the placement and promotion of corporate brand image advertising. After negotiation between the two parties, the following agreements were reached:

Special performance venue: Yunnan Grand Theatre.

1. Co-sponsorship expenses: capitalized 10,000 yuan ( :

2. Payment method of sponsorship: ;

3. Sponsorship return: In addition to the designated publicity of the sponsorship return co-organized by this event, Party B can reasonably add the company's own publicity materials at the event site or in the peripheral designated publicity area;

4. Party A's Responsibilities:

1. According to the terms of the contract, conscientiously fulfill the terms of the contract.

2. Organize and coordinate the sponsorship return of the participating sponsors of this event, as well as other work matters;

5. Party B's Responsibilities.

1. Organize and coordinate the work of Party B's personnel present on the day of the event;

2. Actively cooperate with the staff of the organizing committee on the day of the event;

6. Liability and solution: In case of breach of contract, in addition to repaying all the money, the defaulting party shall be fined 20% of the contract amount;

7. The contract shall be executed in triplicate, with one copy each held by Party A and Party B, and one copy shall be retained for future use, which shall have the same legal effect;

8. This contract shall come into force on the date of signing.

9. The designated user name of the organizing committee: Kunming and Taihengye Cultural Communication **** Branch.

Designated account by the organizing committee:

Designated bank of the organizing committee:

Party A: Party B:

Authorized Representative: Authorized Representative:

At present, it seems that most of the particularly popular TV programs are mainly produced by traditional TV such as CCTV and David TV. Although according to the statistics of 2017, the average daily time spent on the Internet by Chinese adults has exceeded the time spent on traditional **, but for brands to increase their popularity, the effect of traditional ** TV shows is still very significant.

I think there are several reasons:

1.It's because there are still a large number of TV consumers,Among them, the main ones will be the middle-aged and elderly generation,They are not skilled enough in the use of the Internet。 And although people have already played TV on the Internet, the time consumed by TV still accounts for only half of the ** consumption time per person per day.

2.The TV programs of CCTV and provincial satellite TV are all national, and the coverage is also wide. And now these programs have been connected online and offline, and we can also see them on the Internet.

This is equivalent to having the opportunity to cover different types of audiences online and offline, so the ** rate will not decrease, but will increase.

3.TV stations such as CCTV, Mango Channel, Zhejiang Satellite TV, etc., not only have strong production capabilities, but also have strong strength, and have a great chance of making excellent TV programs, and it is easy to be recognized by more people. For example, the sponsors of these programs such as "Running Man", "I Am a Singer", "Where Are You Going, Dad" have received a huge amount of **.

4.According to statistics, more than 76% of netizens said that they maintain a high degree of trust in the tradition, which also shows that the credibility of the traditional TV station is still strong, and the brand sponsors it in its TV program, which is naturally a recognition of the brand itself, which indirectly increases a trust endorsement.

Overall, sponsoring TV shows is still very effective in opening up brand awareness.

TV title sponsorship is one of the special forms of TV advertising, which can be roughly divided into two categories: column title and theater title. In addition, special advertising manifestations include column titles, column reminders, special broadcasts, column titles, program guides, new film trailers, end labels, computer backplanes, etc. Here is an example of Sichuan TV Advertising Business Center, and the title of the column includes:

The opening 5 seconds of the title mark (2 3 screens) + 15 seconds of advertising + corner mark.