💰 TV Sponsorship Delivers a 2.5x Return
A study by the Starlink agency group showed that television sponsorship is the most stable and fastest-growing segment of TV advertising, providing direct financial returns.
The volume of sponsorship integrations remained almost unchanged (-0.2%), while bumpers decreased (-8.7%).
Sponsorship is the only segment where the number of advertisers increased (+3.7%). This format is most popular among small and medium-sized businesses (SMEs).
For the first time, the research demonstrated real business impact: every ruble invested in TV sponsorship generates an average of 2.5 rubles in gross revenue.
Around 70% of projects deliver positive returns (ROAS from 1.2 to 3.9), and the most successful cases generate four rubles or more per ruble invested.
Sponsorship integrations are chosen by manufacturing businesses (FMCG, pharmaceuticals) and service companies. The format allows the product to be naturally woven into the storyline, communicate brand values, and build loyalty — all of which are crucial for image-driven brands.
