Sponsorship = branding
- Builds brand awareness (branding)
- Ties the brand to a television programme naturally
- Strengthens the brand image and credibility
- Steadier prices throughout the year
Home Formats
Formats
and their rules
Five formats, five different ways to present. Each has its own rules and its own advantages.
Selling
Spot advertising
A classic commercial running in the breaks between programmes. It drives sales and reaches a wide audience fast.
- Most common length
- 20
- seconds
- Prime time
- 18–23:30
- highest reach
Lengths and what they are for
- 10 s — a short message, a brand reminder
- 15 s — fast, punchy communication
- 20 s — the most common format, the best value
- 30 s and longer — a fuller message, a natural brand introduction
Where the spot runs
- Commercial breaks between programmes
- Prime time 18:00–23:30 — the highest reach
- Super prime time 20:00–21:30 — the strongest part of the evening
- Off prime time — cheaper space outside the main slot
What a spot is good for
- Driving sales directly
- Introducing a product or a service
- Promotions, discounts, news
What a TV commercial can look like
Branding
Sponsor credit
It ties your brand or product to a television programme in a natural way and builds both awareness and credibility.
- Standard length
- 10
- seconds
- Tied to
- 1
- one specific show
Lengths
- 10 s — the standard length
- 5 s — a shorter version
- 15 s — a longer version
What can be sponsored
- A programme
- A schedule block
- A trailer
- The match clock
- The weather forecast
Where the credit runs
- Before the show
- After the show
- Before or after a commercial break
Forms
- Static — a logo and a voiceover
- Dynamic — video
- Product-led or brand-led
What the credit may contain
- The company or brand name
- The logo and visual identity
- A slogan or a claim
- A general message about the brand
- A website address
How it sounds
Programme XY is brought to you by ABC…
Enjoy the show and a peaceful home, brought to you by XY…
What it must not contain
- A direct call to buy — “buy”, “order”
- Prices and discounts
- Comparisons with competitors
- Hard-sell messaging
- Superlatives — “the best”, “number one”, “unique”, “it will help you”
The credit must not feel like a normal commercial.
What a sponsor credit can look like
Inside the show
On-screen logo
Your brand or product appears during the programme itself, naturally, as part of the broadcast — outside the commercial break.
- Length
- 5
- seconds
- Area
- 1/16
- of the screen
Forms
- Static
- Animated
What the on-screen logo is for
- It complements the sponsor credit
- It puts your brand on screen during the programme itself
- The viewer sees it outside the commercial break
What an on-screen logo can look like
Part of the story
Feature and product placement
Your brand or product becomes part of the television content. Product placement weaves it into the story, a feature introduces it in more detail.
- Length
- 3–5
- minutes
- Location
- Studio
- or on location
Product placement
- The brand woven in naturally
- Part of the story
- A long-lasting effect
Feature
- A detailed look at the product
- A natural brand introduction
- High credibility
How a feature is made
- Your brand or product presented naturally within the story
- An interview with the host in a real setting
- The caption under the speaker shows the name only
What must not be said or shown in a feature
- Superlatives
- Prices
- A website address
- Contact details
- Logos on clothing
- Roll-up banners
A feature always covers a general topic related to the service or product.
What a feature can look like
Interaction
Competition
A television competition introduces your brand or product naturally and gets viewers actively involved.
- Runs in
- Premiere
- always in the premiere episode
- Prize
- Client
- provides the prize
How a competition runs
- The competition is announced by the host or shown on screen in the programme
- The product is presented as the main prize
- A question for the viewers
Why competitions work
- A mention by the host or a separate announcement inside the show
- The product is part of the content
- More credible than a commercial break
The prize is provided by the client and is not included in the price of the competition.
What a competition can look like
Price over the year
Why the same campaign costs more in December
The price moves with seasonal coefficients. The more people watch in a given period, the pricier the airtime. January and the summer come out cheapest.
| Month | Coefficient |
|---|---|
| January | 0.9–1.0 |
| February | 1.1–1.3 |
| March | 1.1–1.3 |
| April | 1.4–1.5 |
| May | 1.4–1.5 |
| June | 1.4–1.5 |
| July | 0.9–1.2 |
| August | 0.9–1.2 |
| September | 1.4–1.5 |
| October | 1.4–1.5 |
| November | 1.4–1.5 |
| December | 1.4–1.5 |
Worked example
50,000CZK 1.4 70,000CZK
The price of a campaign depends on the broadcast date. For example, 50 spots that would cost CZK 50,000 in January may come to CZK 70,000 in May. The seasonal coefficient of the period drives the final price.
The figures are indicative only and serve to illustrate the calculation. The price of your campaign always depends on the chosen channel, format, broadcast date and scope. Send us your enquiry and we will prepare a specific quote.
What follows from it
- The price of television spots is strongly driven by seasonality and current demand for advertising space.
- Sponsorship prices are steadier through the year and less exposed to seasonal swings.
- Summer tends to be the weakest period. Demand peaks traditionally in November and December, though January has been strengthening markedly in recent years.
Sponsorship, or advertising?
One of the questions our clients ask most. The difference is simple – each format has a different goal and different rules.
Advertising = sales
- Drives direct sales
- Calls viewers to act
- May state prices, discounts, a website and contact details
- Prices change with demand and season
Not sure which format to pick?
Describe your brand or product and your rough budget. We will recommend the best format, television channel and broadcast date.