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Media timeline tv sponsorships

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TV sponsorships began in the 1950s when companies like Kraft and Colgate sponsored entire programs to advertise their products. In the 1960s, programs moved to multiple short sponsors per break instead of one long-term sponsor. Tobacco advertising was banned in 1971 due to health concerns. In the 1980s, cartoons advertising toys became popular sponsors aimed at children. Modernly, declining TV viewership and the rise of streaming services like Netflix have diminished the effectiveness of TV sponsorships for younger audiences.

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Media timeline: Outlining the history of TV Sponsorships
What are TV sponsorships? A TV sponsorship relies on a company/business covering the costs of aspects of a programme, such as providing specific equipment equipment, sets or prizes. These sponsors are usually the only product/service that is allowed to have any form of advertisement during the air time of the programme, providing them with the exclusive rights of association to the specific programme.
The start of TV sponsorships – 1950’s After the first advertisements were aired in 1941 during a sport event in the US, the popularity of TV based advertisement boomed and brought about the first case of a sponsorship in the early 1950’s. Companies began to to sponsor entire programmes, in which they would directly or indirectly showcase or utilise their products, such as Kraft and Colgate who had the necessary funds to do so. Kraft logo during the 1950’s
The start of TV sponsorships – 1950’s Large companies such as Colgate were able to sponsor entire programmes at the time which allowed them to gain a tight grip on what audiences would view during its air time, most often just their own advertisements and messages from the company by the programmes hosts. Colgate popularised sponsorships by their decision to become the sole sponsors of “The Colgate Comedy Hour” which was a popular variety sketch show on NBC in the 1950’s. https://www.youtube.com/watch? v=2hTqfVmNUsg
Early stages of TV sponsorships – 1960’s In the 1960’s the popularity of TV sponsorships diminished and a new system was being tested to take the place of the older advertisement styles. An executive of NBC decided to buy the rights to a new TV show that was having trouble with being accepted by any network, “Meet The Press”.
Early stages of TV sponsorships – 1960’s The executive Sylvester Weaver bought the rights to produce the show itself and then sell brief spots during breaks to multiple advertisers. For programmes that had a run time of an hour, it would have 9minutes of break time in total which would be spread into 30-60 second segments. These short but numerous breaks would allow for between 9 to 18 sponsors to buy up ad space on the show instead of a single sponsor, providing much more revenue.
Early stages of TV sponsorships – 1960’s Tobacco has been heavily advertised from the beginning of the medium in the 1780’s by P. Lorillard and Company placed in the New York daily paper in 1789. The prevalence of cigarette companies advertising their products, which at the time were still being advertised with ‘doctors’ praising or somewhat encouraging the audience to consume the product. Due to the lack of widespread acknowledge meant and information about the negative effects of smoking, these adverts maintained the popularity of smoking and the companies wealth.
Later stages of TV sponsorships – 1970’s At the end of the 1960’s an act was appealed to congress to ban the advertisement of tobacco products on television due to their suspected involvement in the influence of minors to smoke. With sponsorships between Winston cigarettes and The Flintstones, the act had clear evidence behind their claims and was able to pass the act in 1970 and thereafter all tobacco advertisements were banned from television starting January 2nd 1971.
Later stages of TV sponsorships – 1980’s In the 1980’s a new form of sponsorship was once again created, and this time it was targeting primarily children. With the first broadcast of The Transformers on September 17th 1984, cartoons based on real life toys became a giant profitable direction for toy companies. Other cartoons like G.I Joe and the Care Bears became large TV series due to their still being a much smaller range of TV entertainment for children. These cartoons also influenced their young audience to convince convince their parents and guardians to buy the characters that they’ve seen on TV.
Later stages of TV sponsorship – 1980’s In the case of this advert for The Transformers from 1984, the choice of colour is much wider than those from previous decades, for example The Flintstones advert where the limited technology at the time allowed for only black and white to be used until later on in the decade. The colours used also match the colour scheme of the the toy being advertised, following the blue, orange and white colours of Optimus Prime. The target audience for this advert is also apparent from the choice of fonts and designs. The fonts used are bold and large and the used of a text box in the shape of an explosion appeals to the stereotypical aspect that a young boy would be interested in, such as action toys and mild violence.
Modern stages of TV sponsorships – 1990’s During the 90’s the typical 1hour programme contained around 19minutes of advertising space, and this made the audience eager to find a way to watch their favorite programmes uninterrupted. In 1999 TiVo, a digital video recorder, was introduced and became a controversial issue with advertisers due to some of its features. TiVo gave its users the ability to fast-forward right through advertisements.
Modern stages of TV sponsorships – 2000’s
Modern stages of TV sponsorships – 2010’s Due to the growing popularity of people switching their preferred platform for watching their entertainment from TV to mobile platforms, sponsorships have declined in popularity and effectiveness.
Modern stages of TV sponsorships – 2010’s The giant entertainment streaming site Netflix has become the largest paid media consumption platform in 2017 with their 50.85million subscribers in the US alone. With more people switching from their traditional TV providers to a online based content streaming service, sponsorships and the value of advertising on TV will diminish as a large audience base has already moved away. For products aimed at the younger audience (18- 24) who have mostly moved to streaming, the value that companies would have from advertising it on TV has followed in the downward trend.
Sources  Colgate Comedy Hour - https://www.youtube.com/watch?v=2hTqfVmNUsg  The History of Television Ads - https://www.qualitylogoproducts.com/promo- university/history-of-tv-ads.htm  Tradition TV viewing trends chart - https://www.marketingcharts.com/featured- 24817/attachment/nielsen-traditional-tv-viewing-trends- 18-24-yo-q12011-q22017-dec2017  Netflix subscriber numbers and most popular US TV service provider - http://fortune.com/2017/06/15/netflix- more-subscribers-than-cable/

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Media timeline tv sponsorships

  • 1. Media timeline: Outlining the history of TV Sponsorships
  • 2. What are TV sponsorships? A TV sponsorship relies on a company/business covering the costs of aspects of a programme, such as providing specific equipment equipment, sets or prizes. These sponsors are usually the only product/service that is allowed to have any form of advertisement during the air time of the programme, providing them with the exclusive rights of association to the specific programme.
  • 3. The start of TV sponsorships – 1950’s After the first advertisements were aired in 1941 during a sport event in the US, the popularity of TV based advertisement boomed and brought about the first case of a sponsorship in the early 1950’s. Companies began to to sponsor entire programmes, in which they would directly or indirectly showcase or utilise their products, such as Kraft and Colgate who had the necessary funds to do so. Kraft logo during the 1950’s
  • 4. The start of TV sponsorships – 1950’s Large companies such as Colgate were able to sponsor entire programmes at the time which allowed them to gain a tight grip on what audiences would view during its air time, most often just their own advertisements and messages from the company by the programmes hosts. Colgate popularised sponsorships by their decision to become the sole sponsors of “The Colgate Comedy Hour” which was a popular variety sketch show on NBC in the 1950’s. https://www.youtube.com/watch? v=2hTqfVmNUsg
  • 5. Early stages of TV sponsorships – 1960’s In the 1960’s the popularity of TV sponsorships diminished and a new system was being tested to take the place of the older advertisement styles. An executive of NBC decided to buy the rights to a new TV show that was having trouble with being accepted by any network, “Meet The Press”.
  • 6. Early stages of TV sponsorships – 1960’s The executive Sylvester Weaver bought the rights to produce the show itself and then sell brief spots during breaks to multiple advertisers. For programmes that had a run time of an hour, it would have 9minutes of break time in total which would be spread into 30-60 second segments. These short but numerous breaks would allow for between 9 to 18 sponsors to buy up ad space on the show instead of a single sponsor, providing much more revenue.
  • 7. Early stages of TV sponsorships – 1960’s Tobacco has been heavily advertised from the beginning of the medium in the 1780’s by P. Lorillard and Company placed in the New York daily paper in 1789. The prevalence of cigarette companies advertising their products, which at the time were still being advertised with ‘doctors’ praising or somewhat encouraging the audience to consume the product. Due to the lack of widespread acknowledge meant and information about the negative effects of smoking, these adverts maintained the popularity of smoking and the companies wealth.
  • 8. Later stages of TV sponsorships – 1970’s At the end of the 1960’s an act was appealed to congress to ban the advertisement of tobacco products on television due to their suspected involvement in the influence of minors to smoke. With sponsorships between Winston cigarettes and The Flintstones, the act had clear evidence behind their claims and was able to pass the act in 1970 and thereafter all tobacco advertisements were banned from television starting January 2nd 1971.
  • 9. Later stages of TV sponsorships – 1980’s In the 1980’s a new form of sponsorship was once again created, and this time it was targeting primarily children. With the first broadcast of The Transformers on September 17th 1984, cartoons based on real life toys became a giant profitable direction for toy companies. Other cartoons like G.I Joe and the Care Bears became large TV series due to their still being a much smaller range of TV entertainment for children. These cartoons also influenced their young audience to convince convince their parents and guardians to buy the characters that they’ve seen on TV.
  • 10. Later stages of TV sponsorship – 1980’s In the case of this advert for The Transformers from 1984, the choice of colour is much wider than those from previous decades, for example The Flintstones advert where the limited technology at the time allowed for only black and white to be used until later on in the decade. The colours used also match the colour scheme of the the toy being advertised, following the blue, orange and white colours of Optimus Prime. The target audience for this advert is also apparent from the choice of fonts and designs. The fonts used are bold and large and the used of a text box in the shape of an explosion appeals to the stereotypical aspect that a young boy would be interested in, such as action toys and mild violence.
  • 11. Modern stages of TV sponsorships – 1990’s During the 90’s the typical 1hour programme contained around 19minutes of advertising space, and this made the audience eager to find a way to watch their favorite programmes uninterrupted. In 1999 TiVo, a digital video recorder, was introduced and became a controversial issue with advertisers due to some of its features. TiVo gave its users the ability to fast-forward right through advertisements.
  • 12. Modern stages of TV sponsorships – 2000’s
  • 13. Modern stages of TV sponsorships – 2010’s Due to the growing popularity of people switching their preferred platform for watching their entertainment from TV to mobile platforms, sponsorships have declined in popularity and effectiveness.
  • 14. Modern stages of TV sponsorships – 2010’s The giant entertainment streaming site Netflix has become the largest paid media consumption platform in 2017 with their 50.85million subscribers in the US alone. With more people switching from their traditional TV providers to a online based content streaming service, sponsorships and the value of advertising on TV will diminish as a large audience base has already moved away. For products aimed at the younger audience (18- 24) who have mostly moved to streaming, the value that companies would have from advertising it on TV has followed in the downward trend.
  • 15. Sources  Colgate Comedy Hour - https://www.youtube.com/watch?v=2hTqfVmNUsg  The History of Television Ads - https://www.qualitylogoproducts.com/promo- university/history-of-tv-ads.htm  Tradition TV viewing trends chart - https://www.marketingcharts.com/featured- 24817/attachment/nielsen-traditional-tv-viewing-trends- 18-24-yo-q12011-q22017-dec2017  Netflix subscriber numbers and most popular US TV service provider - http://fortune.com/2017/06/15/netflix- more-subscribers-than-cable/