A sponsorship sequence is usually 15-20 seconds long, possibly shorter. The aim of a sponsorship sequence is to be able to advertise their product in a quick and effective way. Additionally, the sequence sponsoring the programme following, the narrative of the sequence links with what the TV programme is about. Celebrity endorsement is used sometimes to endorse the product - this is an effective way of promoting their product as consumers are more likely to watch the entire sequence if there is a recognisable face evident.
Typical conventions used within a sponsorship sequence:
- 10 - 25 seconds long
- Not to contain too much of a narrative (too much of a small amount of time)
- Presenting the physical product to the audience
- Bright/contrasting colours
- Links with the TV programme they are sponsoring
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