Argos renews sponsorship at Coronation Street

Author: Shano Ahmad

Published: 3rd May 2024


Argos has secured its place on the famous cobbles for another two years.

ViewersLogic has been working closely with ITV and their advertisers, enabling them to measure the effect of sponsorship. One of those sponsorship campaigns was Argos & Coronation St. Having provided the analysis of this campaign, Argos has renewed their sponsorship for another 2 years.


Argos renews sponsorship at Coronation Street The power of single-source data


Argos’s decision to renew its sponsorship at Coronation Street for another two years is not just a testament to the enduring appeal of the partnership but also a nod to the power of Single-source data insights in shaping advertising strategies. Partnering closely with ITV and leveraging ViewersLogic’s analytical capabilities, Argos has been able to gauge the true impact of its sponsorship, leading to this renewal.

In a previous blog post, we delved into the synergy between sponsorships and traditional TV advertising. The results speak volumes. By analysing the combined impact of sponsorships and TV commercials, brands like On the Beach and KFC have witnessed remarkable increases in response rates among viewers.

But it’s not just about the numbers; it’s about understanding audience affinity and tailoring sponsorships accordingly. Take, for example, our analysis of the Cheltenham race sponsorship. By utilizing single-source data, we identified key audience segments and their interests, revealing surprising insights such as a high affinity for music among horse racing viewers.

Advancements in data measurement, particularly through ViewersLogic’s single-source data, have revolutionized this landscape. This comprehensive tool enables brands to track consumer behaviour across platforms and devices, providing invaluable insights into the performance of sponsorships alongside regular TV ads. By harnessing the power of single-source data, brands can unlock new opportunities, optimize their advertising strategies, and ultimately, drive meaningful engagement with their target audience.