Ident Optimising Power
With over 15 years of sponsorship experience alongside Channel 4, we were perfectly positioned to measure Three’s sponsorship of Gogglebox. This partnership provided a unique opportunity to explore how a beloved TV show could enhance a prominent telecom brand. Our multi-year study tracked the impact of Three’s sponsorship, extending beyond traditional TV viewers to encompass digital platforms, ensuring Three maximised their brand presence across all touch-points.
We’ve worked with Sonder for over 10 years across more than 100 studies – they are responsive, flexible, engaging thinkers who really understand how sponsorship works and how insight can support effective marketing. We love that their nuts and bolts are solid – and hugely appreciate the value add they bring to discussions, always working to improve and develop the work and the partnership we have with them.
Rupinder Downie
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Curiosity
Over the past 15 years, we’ve partnered closely with Channel 4 on all things sponsorship, building the UK’s largest database of sponsorship research. This depth of experience positioned us perfectly when Three sponsored one of Channel 4’s biggest successes—Gogglebox. Measuring the impact of this sponsorship gave us an exciting opportunity to explore the intersection between a much-loved show and a prominent telecoms brand.
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Conscience
We conducted a detailed sponsorship study over the four years of Three’s sponsorship, carefully timing measurement points to coincide with the climax of each Gogglebox series. Our approach was controlled and precise, using an exposed vs. control method to match samples on key behavioural metrics. Recognising the unique digital and social following of Gogglebox, we extended the scope of the sample to quantify the impact beyond traditional TV viewers, capturing the wider reach across digital platforms.
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Complexity
Our standard analysis provided Three with insights to continually evolve their linear TV idents, maximising each series’ potential. But we didn’t stop there. We also measured the broader reach of the sponsorship, including badged clips on social media and deeper engagement through custom-made digital content featuring Gogglebox talent. This multi-channel approach allowed us to capture the full spectrum of the sponsorship’s impact.
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Conviction
Through our TV analysis, Three recognised the power of brand rub, where the beloved qualities of Gogglebox began to reflect positively on the brand itself. Our insights guided them to incorporate several brand codes within sponsorship compliance limits. With our help, they refined their idents, now featuring the voice of Gogglebox commentator Craig Cash, seamlessly linking the show’s essence with Three’s brand DNA. These strategies have allowed Three to fully leverage their sponsorship of Gogglebox to drive meaningful brand engagement.
Case Studies
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