Arts & Media Sponsorship

Published by: Key Note Publications Ltd

Published: Dec. 1, 2008 - 73 Pages

Table of Contents

Executive Summary

1. Market Definition

REPORT COVERAGE

MARKET SECTORS

MARKET TRENDS

Global Financial Crisis Cuts Across Previous Trends

Media Sponsorship Distanced from the Arts

Sponsorship in Complex Marketing Strategies

Steady Pattern of Arts Targeting

Most Popular Television Programmes

ECONOMIC TRENDS

Population

Table 1: UK Resident Population Estimates by Sex (000), Mid-Years 2003-2007

Gross Domestic Product

Table 2: UK Gross Domestic Product at Current and Annual Prices (£m), 2003-2007

Inflation

Table 3: UK Rate of Inflation (%), 2003-2007

Unemployment

Table 4: Actual Number of Unemployed Persons (million), 2003-2007

Household Disposable Income

Table 5: UK Household Disposable Income per Capita (£), 2003-2007

MARKET POSITION

The UK

Table 6: Income of Large Arts Organisations by Source (%), 2006/2007

Overseas

2. Market Size

THE TOTAL MARKET

Table 7: The Estimated Total UK Market for Arts and Media Sponsorship by Sector by Value (£m), 2004-2008

Figure 1: The Estimated Total UK Market for Arts and Media Sponsorship by Sector by Value (£m), 2004-2008

BY MARKET SECTOR

Arts Sponsorship

Table 8: Total Private Investment in the Arts by Type by Value (£m and %), 2006/2007

By Art Form

Table 9: Private Investment in the Arts by Art Form by Value (%), 2004/2005-2006/2007

Media Sponsorship

Table 10: The Estimated UK Market for Broadcast Media Sponsorship by Type by Value (£m), 2004-2008

3. Industry Background

INTRODUCTION

RECENT HISTORY

REGIONAL VARIATIONS IN THE MARKETPLACE

Table 11: Private Investment in the Arts in the UK by Region by Value (%), 2004/2005-2006/2007

HOW ROBUST IS THE MARKET?

LEGISLATION

Media Legislation

Arts Legislation

KEY TRADE ASSOCIATIONS

Arts & Business

European Sponsorship Association

4. Competitor Analysis

THE MARKETPLACE

BUSINESS SPONSORS BY INDUSTRY ORIGIN

SPONSORED ORGANISATIONS BY ART FORM AND REGION

SPONSORSHIP CONSULTANTS AND AGENCIES

AWARD-WINNING SPONSORSHIPS

Hollis Sponsorship Awards 2008

Arts Sponsorship

Brand Sponsorship

Media Sponsorship

Other Awards

Arts & Business Awards 2008

Business Volunteer of the Year Award

Community Award

Cultural Branding Award

International Award

People Development Award

Sustainability Award

Young People Award

Other Awards

OUTSIDE SUPPLIERS

Broadcast Media

The Press

Media Owners

MARKETING ACTIVITY

Main Media Advertising Expenditure

5. Strengths, Weaknesses, Opportunities and Threats

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

6. Buying Behaviour

INTRODUCTION

ATTENDANCE AT ARTS EVENTS

Table 12: Attendance at Arts Events by Sex, Age, Social Grade and Region (% of adults), 2008

LEISURE INTERESTS

Table 13: Popular Leisure Activities in Great Britain by Sex (% of respondents), 2006 and 2008

7. Current Issues

GLOBAL FINANCIAL CRISIS

BBC CONTROVERSY

ITV DEVELOPMENTS

ARTS COUNCIL ENGLAND PLAN

REGIONAL DEVELOPMENTS

8. The Global Market

OVERVIEW

INTERNATIONAL AWARDS

US COMPANIES IN THE UK

FINANCIAL CRISIS

9. Forecasts

INTRODUCTION

The Economy

Population

Table 14: Forecast UK Resident Population by Sex (000), Mid-Years 2008-2012

Gross Domestic Product

Table 15: Forecast UK Growth in Gross Domestic Product in Real Terms (%), 2008-2012

Inflation

Table 16: Forecast UK Rate of Inflation (%), 2008-2012

Unemployment

Table 17: Forecast Actual Number of Unemployed Persons in the UK (million), 2008-2012

FORECASTS 2009 TO 2013

Table 18: The Forecast Total UK Market for Arts and Media Sponsorship by Sector by Value (£m), 2009-2013

Figure 2: The Forecast Total UK Market for Arts and Media Sponsorship by Sector by Value (£m), 2009-2013

MARKET GROWTH

Figure 3: Estimated Growth in the Total UK Market for Arts and Media Sponsorship by Value (£m), 2004-2013

FUTURE TRENDS

Threat of Recession

Impact of the Economic Crisis on Sponsorship

The Role of the BBC

10. Further Sources

Associations

Publications

General Sources

Government Publications

Other Sources

Bisnode Sources

Understanding TGI Data

Number, Profile, Penetration

Social Grade

Standard Region

Key Note Research

The Key Note Range of Reports

Abstract

The global financial crisis of late 2008 could have a devastating effect on sponsorship of the arts, which is heavily reliant on banks and other financial institutions. However, on the positive side, the institutions may cut down on other types of expenditure and retain sponsorships of ‘good causes’ to shore up their damaged images.

Arts sponsorship spending increased gradually between 2004 and 2007 to reach £170m, but is estimated to have fallen to £160m in 2008. In comparison, the more youthful market for sponsoring television and radio programmes has grown fairly steadily, from £160m in 2004 to an estimated £250m in 2008, and is less likely to be impacted by the financial crisis. Programme sponsorship may replace conventional advertising in a fragmented media market. Favourites for major sponsorships include talent and reality shows (e.g. The X Factor, which, in 2008, is sponsored by Carphone Warehouse) and the most popular soap operas (e.g. Coronation Street, which is currently sponsored by Harveys). Programme sponsorship is also important for commercial radio.

In terms of value, the national organisations based in London remain the main targets for arts sponsorship; the capital accounted for 64% of arts sponsorship spending in 2006/2007. By art form, the market is diverse, spread across museums, galleries and exhibitions, music and multi-arts centres and projects. Arts deals can now be complex relationships between the partners, not just a question of cash changing hands for naming rights. They range across capital projects, in-kind help or the provision of business advice.

The future for arts sponsorship is overshadowed by the global financial crisis, although the Cultural Olympiad — running in tandem with the build-up to the London Olympics in 2012 — will attract new sponsors. Media sponsorship will grow but a ceiling will remain on expansion for as long as the BBC, which is still the dominant broadcaster, is not allowed to accept sponsors.

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