After reading an article in The Guardian's 27/07/09 Media supplement, it got me thinking about a method of advertising I previously knew little about. This is probably due to the fact that it is a method of advertising that is not widely used, but as the article suggested, it could become a more popular technique, with advantages to both advertisers AND television broadcasters.
Although Advertiser Funded Programming (AFP) has been around since the first American radio soap operas in the 1930s, few advertisers have chosen this method to reach their audiences due to the lack of clear marketing value. However, with the current economical situation, and the recent interactive technological developments, AFP could be the answer that both advertisers and broadcasters are looking for.
Commissioners were initially concerned whether AFP could deliver quality programming, which meant for many years it was considered as a risky choice for broadcasters. Earlier this month however, Nintendo and Channel Five announced a new prime time AFP show they are planning to launch- 'Britain's Best Brain'. The software company Sage also funded the majority of ITV's first prime time AFP last October- 'The Krypton Factor'.
David Brennon, research and strategies manager for the TV marketing body Thinkbox, says AFP will become a more widely used marketing meothd, as although "total sponsorship is estimated at £200m, and AFP is a small subsection of that at the moment... it will surely grow as brands see the power of association." This introduces the idea that more advertisers may recognise AFP as a method of advertising that they could benefit from. For example, target audiences will associate Nintendo DS with 'Britain's Best Brain', which will reinforce its brand profile as an intellectual and "brain training" product.
AFP could also be the answer to the decreasing television programming budgets. Mark Eaves, managing director of Drum PHD (the media agency behind the Krypton Factor deal), says that despite commissioning budgets already being driven towards peak-time terrestrial, "everyone is under pressure now, so any content with new funding is quite welcome."
Is AFP really a good deal for advertisers though? In an AFP deal it is the broadcaster who has the creative control. And with product placement banned in the UK, at the price of some, if not all the production costs, exclusive ads and a mention in the credits has often been considered as not a great side of the deal for advertisers. However, the recent digital interactive developments are making AFP more attractive, as it's moved on from the flat deal of advertisers investing large sums of money with little marketing value in return. Through the medium of the programme and anchoring material, specific audiences can be reached by advertisers through direct links to the brand. For example, a link on ITV.com's Krypton Factor page takes you to Sage's Trainyourbrain.com, offering mental games based on the Krypton Factor style, while promoting the brand. There is also the interactive support of the red button for Sky and digital users, and of course forever developing technology could open up many more interactive options.
Although the current economical situation and recent technological advances would suggest AFP offers many benefits to both advertisers and broadcasters, it's still too risky to jump into. Time and trial are the best measures of success for the method, especially as audience responses are an important consideration, and with current concern as to whether viewers would reject ad-funded programmes.
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