Sponsorship

ITV Guidelines

ITV CREATIVE GUIDELINES: Background

Whilst the content of what is permitted within sponsorship credits has changed substantially over a period of ten years, the relationship of a Sponsor and a programme / Showcase has not, nor should it. All the research over a long time both qualitatively and quantitatively have shown very clearly that broadcast sponsorship works and works fundamentally due to the relationship between the Sponsor and the Programme. The creative approach therefore by the Sponsor to the Programme and how they will relate to the programme is critical to both Sponsor and Broadcaster.

ITV CREATIVE GUIDELINES: Product / Service Attributes

Whilst this is now permitted the overriding guidance must be that product / service references must not or cannot be at the expense of either relegating or completely ignoring the relationship between Sponsor and Programme.


ITV CREATIVE GUIDELINES: Establish the Connection - The Credits
Opening and Closing Credits
The Sponsor should create the connection by using visual and verbal references on both front and end credits.

Visual:
:: Name of programme / showcase
:: Name of sponsor (including trademark / logo if necessary)
:: Optional would be the use of words like 'Sponsored by' or 'in association with'
:: Advertiser Funded programmes use of wording 'supported by,' 'funded by' or 'produced by'

Verbal: Use of different variations of wording
:: A Sponsor of
:: B Sponsored by
:: C In association with Advertiser Funded programmes use of wording 'supported by,' 'funded by' or 'produced by'
:: D 'with' (programme / showcase name must come first followed by statement that relates to both programme and programme / showcase.
:: E 'and' (same as d)
:: F,G,H 'Supported by', 'Funded by' or 'Produced by' only to be used on Advertiser Funded Programmes.


ITV CREATIVE GUIDELINES: Bumper Credits
We believe that, due to the time permitted, requesting visual and verbal references on break bumpers would be a step too far. However, it is critical that either a visual and/or verbal reference to the relationship should still be a requirement. It is our belief that a visual reference is a more preferable approach especially where there is more than one break. A verbal reference to the product or service can of course be stated with or without a reference to the programme. It is optional if the sponsor wishes to add a verbal reference either to the programme / showcase title.


ITV CREATIVE GUIDELINES: Telephone Numbers / URL's
Acceptable in visual only. Must be of a secondary nature to the overall sponsorship message. Essentially for information only. The size of the Number / URL will be decided by the Broadcaster.

ITV CREATIVE GUIDELINES: Sponsor's Name in Programme Titles
This can only be used where the event sponsor is already integrated and used within the coverage of a live event. The ability to utilise this facility would have to be discussed with the Broadcaster.