Advertiser Funded Programming is a powerful partnership that creates a deeper relationship with a programme.
The advertiser gets to engage with our audience through a programme rather than in traditional ad breaks or sponsorship.
Not always. We have a number of opportunities that might suit all ready and waiting for the right brand partnership. We can also create something bespoke to your brief or approach an international franchise on your behalf.
AFP can be for linear broadcast on any of our channels, but it can also live only on Virgin Media Player or our social media channels. All forms of AFP benefit from our ability to drive audiences to discover the programme whether it’s live or on demand.
The advertiser’s budget goes directly into the production which leads to a degree of content ownership. Depending on the project the funding can be in full, or in part. A number of different parties may take on a percentage of the cost. For example, a food brand and a technology/furniture brand might sit side by side in a food related programme. A separate budget can be set aside for any brand requirements (e.g. extra content filmed for social media) or brand activation (e.g. access to talent).
The AFP process will always depends on each individual production and the genre of the programme in question. We have a dedicated team member who specialises in AFP who will work with you throughout the project as part of the wider team.
AFPs are subject to the same BAI broadcasting code rules as conventional sponsored programmes and Product Placement. The funder must not influence programming content or scheduling in such a way as to affect the editorial independence or responsibility of the broadcaster and the commercial relationship must be transparent.
If you’d like to know more, you can contact us here.