The Value of ITV Channel Partnerships
To identify the value that Channel Partnerships give to brands, we need to answer three questions:
- What aspects of the ITV brand are valuable and transferable?
- How does the interaction work and how is it processed by audiences?
- How much value does co-branding offer in addition to spot advertising?
What aspects of the ITV brand are valuable and transferable?
ITV is a well loved brand with a number of transferable associations that brands can and do appropriate when associated with ITV in a channel partnership format.
The more integrated the ITV brand is within the advert, the more likely the channel partnership will improve the adverts performance and / or the transfer of brand associations will occur.
How does the interaction work and how is it processed by audiences?
ITV Channel partnerships work in two ways to impact on partner brands:
- Transference of ITV brand attributes
- Increase the effectiveness of the advert by marking the creative as something special
ITV Channel Partnerships are more likely to transfer associations and boost creative effectiveness where the ITV brand is heavily integrated into the creative through branding, IP, programmes or talent.
How much value do ITV Channel Partnerships offer in addition to spot advertising?
Our research shows channel partnerships generate interest, trust and intention to purchase for brands.
To maximise the value from channel partnerships, the ITV logo needs to be used as a signpost to increase ad salience and / or as a source of associations to be transferred to the partner brand.
To maximise effectiveness, care must be taken to ensure that the ITV logo is not be diluted so that it loses its recognisability.
This study is a continuation of our Fusion research programme in which we explore each of our 5 elements to demonstrate why it is a recipe for successful partnerships.
Contact your ITV Sales representative for a full debrief of the findings.