Brands on TV
Brands on TV specialises in creating opportunities for advertiser funded programming and product placement within television.
Register your brand with us for free email updates on opportunities for advertiser funded programming and product placement on UK television.
Brands on TV is run by former programming executives at ITV and Channel Four and connects with the UK's leading and specialist content production companies sourcing new opportunities for product integration and sponsorship. We work directly to brands and with advertising agencies, liaising with editorial broadcaster networks across EMEA.
Recent News
Channel 5 and Siemens strike product placement deal
Siemens has finalized a deal with Channel 5 to fund its new prime time show ‘Superior Interiors’, highlighting the broadcasters aim to increase client collaboration.
Lidl signs BBQ Placement Deal with STV
STV has agreed its first two product placement deals with Scottish Borders Council and Lidl for The House.
read more I Tesco I Cadbury I New Look I Silver Spoon
What is Advertiser Programming?
Advertiser Programming involves the sponsorship and funding of great content that’s a relevant match to a brand’s values, passions or expertise.
Why is it different to traditional sponsorship?
Brands get ad-banners wrapped around projects but are also involved in the development of that programming and benefit from a broad package of Intellectual Property rights.
What are the benefits of owning the ‘Intellectual Property’?
This is the area that makes Advertiser Programming exciting – allowing marketers to be creative outside of the TV broadcast in a less regulated environment. Obvious rewards are:
Rights to repurpose the show’s footage – including the celebrity or expert presenters – on websites, mobiles and other platforms.
Rights to use the show’s name, images, presenters and ‘format’ on pack, in-store or at trade and consumer events.
Rights to brand the programming in other territories or benefit from international sales of the project and its format.
What about product placement within programming?
In 2011 long awaited changes to product placement legislation – currently still in draft form – will benefit advertiser programming packages in two ways. Firstly, programming can feature products so long as each instance doesn’t ‘interrupt’ the flow of the editorial. Secondly, the relationship between the sponsorship banners and the programming can be closer – it’s expected that the show’s presenters could even appear in the banners (so, there’s a logic to getting programme makers to film these banners as part of the funding deal).
Are there opportunities for click-thrus and data collection?
Media convergence is changing the way we watch television – but at present click thru opportunities are only available on broadcasters’ accompanying websites. Some types of programming are suitable for built in competitions – allowing for another moment of branding and opening the door to data collection opportunities.
How does an advertiser programme evolve?
Brands and agencies are dissuaded from taking ideas directly to editorial teams at broadcasters. The right process involves having relationships with varied and credible producers who have programme ideas in early development that are already of interest to broadcasters. Projects can then be strategically developed to meet both brand and broadcaster needs.
Brand assets can also become programmes?
Another route to advertiser programming is for a brand to own something that broadcasters want to commission as content. In cases like ‘The Pepsi Chart Show’ it’s then editorially justified to have the brand’s name in the title of the project.
How much does this activity cost?
Typically, the overall cost of a short run series – that isn’t drama - ranges from £300-£500k. These projects are often undertaken as ‘cost sharing’ content partnerships where the programme’s intellectual assets are divided pro rata between stakeholders.
What is a cost sharing ‘content partnership’?
Most programming – whether brands are involved or not – receives funding from multiple stakeholders.
Partners’ varying interests may lie in UK, global or solely digital rights ownership. Other parties may be interested in data collection from interactivity within programming (competitions etc) or extensions to programming like DVDs, mobile apps, books and events. There are often strong synergies between partnering brands – for example, travel and tourism or charities and supermarkets. As yet unexplored in the UK are partnerships between brands within the same company.
Every programme can divided into a collection of assets – all of which have a worth and open up opportunities for partnership.
Brandson’s role in advertiser programming
We’re a new breed of agency run by former programming executives from the BBC, ITV and Channel Four. We work for brands and agencies and also represent dozens of the UK’s leading content producers - gaining a first look at all projects in development for major broadcasters. In the new broadcasting environment we connect the worlds of advertising and editorial.
Our team manages all elements of the advertiser programming process – from tactical development to securing cost sharing partnerships and greater return on investment for all stakeholders. Crucially, we understand the power and potential of long-form content.
