When it comes to media planning, sponsorship isn't the new kid on the block anymore. Would you believe it's nearly a decade since Stella Artois first dipped their toe in the water with their association with Film and 15 years since we first saw Powergen on the Weather.

Sponsorship is not only here to stay, but it's growing and going from strength to strength. The reasons for this? - It makes a brand stand-out in a cluttered market; TV programmes are talked about – in the office, on the street, in the playground, over dinner. People have an affinity with our programmes, feel personal about them and engage with them and a sponsor connects with viewers through this. Never under-estimate how sassy and switched on viewers are – or how marketing literate they have become. The good thing is that we know they remain positive about sponsorship.

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