There are six categories that you can enter:

  • Best use of Content

  • Best use of TV Sponsorship

  • Best use of TV AND…

  • Best Ongoing use of TV

  • Best Newcomer to TV

  • Best Low Budget use of TV

In addition, judges will select a Grand Prix winner from the category winners and shortlisted entries and may also decide to give special awards for particularly deserving papers.

TV activity must have taken place largely within the calendar year January to December 2018. For the Best Ongoing use of TV category, the period is a minimum of three consecutive calendar years, one of which must be 2018. 

 

Best use of Content

Developing your own content can be a more rewarding solution than sponsoring an existing programme.  This might take the form of a commissioned ad-funded programme (AFP), an advertorial within the ad break, contextual advertising (that references the programme it appears within), short-form content made for broadcaster players, product placement or even a televised branded event. This can form the base for integrated amplification.*

 

Best use of TV Sponsorship

TV programmes are the reason TV advertising works so well.  Aligning a brand to existing programmes - or even to seasons, dayparts and channels - is an excellent way to deliver many brand objectives.  Tell us why you have chosen this particular TV property to sponsor and how you have amplified the relationship through TV and other marketing.*

*For both the Sponsorship and Content categories, we would expect to see amplification techniques such as product placement, licensing, promotions and prizes.

 

Best use of TV AND…

Evidence shows that TV works best as part of an integrated communications plan.  This category requires the use of broadcast TV in combination with at least one other paid-for advertising medium (e.g. radio) or marketing discipline (e.g. PR, point-of-sale). 

The entry should explain the role of each chosen element and how they worked with each other, not just list the number of media used.  There are no extra points for having the longest media ‘shopping list’, only for combining the right choices well.

For example, if online sales were the over-riding objective, the entry should explain how this response was generated, captured and optimised at a granular level.  Another campaign might be seeking to improve brand perceptions with a major event sponsorship at its heart, where TV was used to publicise this and drive attendance.  The integration can even be across different forms of TV: e.g. sponsorship AND VOD or AND product placement. 

 

Best Ongoing use of TV 

TV keeps delivering value years after campaigns have aired, so consistent TV advertising can produce exponential returns. Entrants need to tell us how they have used TV over three or more years for their advertiser; how the activity has evolved to produce the best results, and what learnings from each year were taken forward.  Entries must feature broadcast TV in every calendar year over the period featured (including January – December 2018).

 

Best Newcomer to TV 

This is for new brands to TV or returning brands which have not used broadcast TV to advertise for a period of five years.  For returning brands to qualify, they must have been absent from broadcast TV between January 2013 and December 2017, returning to TV in the calendar year 2018**.

New product innovations under an existing brand, e.g. a new car model under the same marque/brand do not qualify.  But existing brands entering new markets, e.g. a retailer entering the finance market are welcome.

**We will accept launch campaigns that started before the end of 2017 where most of the activity took place in 2018.  If in doubt about any aspect of this category, please get in touch.

 

Best Low Budget use of TV

TV budgets are often many millions of pounds, because TV advertising continues to deliver excellent ROI at high spend before diminishing returns set in.  But TV is often the best media choice when your budgets are more modest too. This category is for 2018 campaigns which spent less than £500k (gross) in total on all forms of TV, from linear and VOD spots to sponsorship or product placement. Previous short-listed low budget campaigns have spent as little as £15k. The planning choices you make within a limited budget can be more critical to success; those decisions and your ingenuity will be rewarded.