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Advertiser funded programming (AFP), is a television programme, online media or other content that has been funded, wholly or in part, by a brand. Also referred to as branded entertainment. It enables brands to be a part of a show that audiences genuinely want to watch, instead of simply buying 10 or 30-second advert blocks in a break. It seamlessly embeds brands into the narrative to create deep associations with the core themes and values.
AFP is more than sponsorship and product placement. It provides brands with an opportunity to be part of the buzz that surrounds successful shows.
AFP Success Stories Include
AFP Success Stories Include
Changing Rooms - Channel 4
Changing Rooms - Channel 4
Dulux sold an additional 5 million litres of paint after partnering with Channel 4 to revive the iconic home makeover show. Brand perception also improved as "a brand I would buy" jumped 50% for those that watched the show.
Produced by Shine TV.
Cooking With The Stars - ITV
Cooking With The Stars - ITV
M&S reported mango sales increased 309%, quail eggs 126% and racks of lamb 60% after featuring the ingredients on the show it brought to air with ITV. "For every £1 we spend on Cooking With The Stars, £5 is back into the business" said the food marketing director.
Produced by South Shore.
Guy Martin's House Without Bills - Channel 4
Guy Martin's House Without Bills - Channel 4
Co-funded by research and innovation foundation, Nesta. In a poll of viewers, 80% said they were likely to put some of the show's energy efficiency tips into practice and 63% said the show had sparked conversations about reducing waste.
Produced by North One.
Lorraine Kelly's Norwegian Odyssey - Channel 4
Lorraine Kelly's Norwegian Odyssey - Channel 4
Coastal cruise operator Hurtigruten saw their website traffic increase 107% year-on-year, driving a 75% lift in total UK bookings revenue after they partnered with Channel 4 for this three-part series.
Produced by Captive Minds.
Other shows produced with the AFP model include:
Jamie's Air Fryer Meals, Channel 4 in partnership with Tefal
Celebs Go Virtual Dating, Channel 4 in partnership with Extra
ITV Studio Sessions, ITV in partnership with Priority from O2
Be Your Own Boss, ITV in partnership with Royal Mail
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