Most broadcasts of films or TV programmes start with the famous phrase "the programme is invited by the company...the manufacturer of the products, products etc.". Of course, this is a sponsorship spot. Today, we are actually surrounded by advertising around the clock. The level of marketing messages has grown to such an extent that regulations are currently having a hard time ensuring that these messages become more and more discreet and that the customer does not feel that someone is trying to push a product on them by force. At this point, it is worth saying a little more about sponsorship spotswhich, in addition to an appropriate advertising message, are characterised by certain principles.

When can a sponsorship spot be a sponsorship spot?

Above all, a sponsorship spot must not be a traditional advertising message. This means that the name of the company appears during it, and information about the company's products may also appear. However, it is not allowed to "smuggle in" features that could in any additional way encourage viewers to buy the company's products during the spot. Therefore, we will not hear the storyline dialogues we know from popular commercials in a sponsorship spot. Moreover, the name of the company may or may not appear in the sponsorship spot. Often, a solution is used that does not give the company's name, but only contains information about the company and the products it creates. Sponsorship spot is otherwise known as a sponsorship billboard. Consequently, we also have specific rules for graphic elements.

Accordingly, comparison graphics, for example, may not appear in the sponsorship billboard. Furthermore, the presentation of third-party brands is prohibited. It is compulsory to use the word sponsor in the sponsorship billboard itself (whether graphic or TV-style). Moreover, it is best if this word appears several times in the spot. As mentioned above, contemporary advertising messages are so suggestive that they even make it clear that "product X is a must-have", so in a sponsor billboard it is all the more important to appreciate the subtlety of the brand presentation.

Sponsorship spot - what else is worth knowing?

The sponsorship spot provides an opportunity to present the company's logo, both graphically and verbally.

What about the timing of the TV sponsorship spot?

This one also has a specific framework. It is 8 seconds for one sponsor and 16 seconds for two.

What does the law say?

The rules for creating a sponsorship billboard are strictly defined by law. To quote the law, "An indication may not have the character of an advertisement, it may not be aimed at the promotion, sale, or paid use of goods or services". So here we have a clear confirmation that a sponsorship spot can hardly resemble a traditional advertisement in any respect.

What is the cost of a sponsorship spot?

Of course, everything depends on the quality of the spot presented. The cheapest option in this case is the so-called board spot, which consists of a product logo, usually with a picture of the product. However, if we take into account more advanced graphics (3D), the participation of actors or additional special effects then much higher costs are to be expected.

Why are sponsorship spots so popular?

What matters now is the speed and attractiveness of the message. Reaching not just a few people, but large target groups. Given that a sponsorship spot can take the form of either an animation or a classic film, its role nowadays seems to be fulfilled. For decades, we have also been observing a strong relationship between well-known productions and the companies that support them, if only from the financial side. In short, with such cooperation, each party benefits. A sponsorship spot is characterised by its speed and thus effectively reaches the target group, increasing brand recognition. Sponsorship spots are used effectively by, among others, manufacturers and political associations. In order to obtain the right to publish a sponsorship spot, the required documents must be completed.