TV Case Study
Betway
Building Brand Fame Through Prime-Time TV Sponsorship.
To support Betway’s brand visibility in a highly competitive betting market, One Day Agency planned and delivered a TV sponsorship campaign around Shark! Celebrity Infested Waters, ITV’s appointment-to-view reality entertainment show.
The campaign placed Betway directly within a mass-reach broadcast environment, using short, high-impact sponsorship idents around the programme’s key moments. With co-viewing high and cultural conversation building around the show, the sponsorship allowed Betway to build fame through repetition, relevance and entertainment-led association, without creating promo fatigue.
Skills:
TV Sponsorship, Broadcast Media, ITV Sponsorship, Media Planning and Buying, Brand Awareness, Audience Planning, Campaign Measurement, Creative Idents
A High-Impact Broadcast Sponsorship
The campaign centred on Betway’s sponsorship of Shark! Celebrity Infested Waters, giving the brand a clear presence around a programme built for attention, conversation and shared viewing.
Working closely with ITV, One Day Agency helped deliver short sponsorship idents that carried a clear brand message across the show’s key broadcast moments. The campaign achieved 100% share of voice across the sponsorship package, ensuring Betway owned the sponsorship environment throughout the campaign period.
Running from 14 July to 10 September, the activity delivered 10.4 million total impressions and created repeated exposure across ITV’s broadcast ecosystem.
Reaching Mass Audiences in Premium TV Environments
The campaign was broadcast across ITV1, ITV HD, STV, STV+1 and STV HD, with scheduling focused on Mondays at 21:00. This positioned Betway in a premium late-peak environment, giving the brand exposure during one of the most valuable viewing windows.
The programme delivered an average of 1.2 million viewers and a 9.4% average audience share. Episode one alone reached an average audience of 1.7 million viewers, creating a strong launch platform for the sponsorship.
Across the campaign, 7 million individuals saw a Betway ident, 3.6 million viewers saw the ident four or more times, and 2.9 million men saw a Betway ident. The campaign also delivered 162 TVRs against adults, with an average frequency of 5.
Brand Awareness and Market Share Impact
Beyond delivery, the sponsorship created measurable brand impact. Brand awareness increased across the sponsorship period, showing that Betway’s presence around Shark! helped strengthen audience recognition during the campaign.
The report also showed a correlation with increased market share and share of wallet within the category, indicating that the campaign contributed to wider commercial momentum as well as upper-funnel awareness.
The placement also gave Betway a 2% TV share of voice across July and August specifically, while almost all Betway impacts were delivered in premium late-peak slots. This ensured the campaign was not only visible, but visible at the right time, in the right broadcast environment.
Results and Learnings
The campaign successfully placed Betway inside a high-attention entertainment format, delivering mass reach, repeated exposure and a strong association with a culturally relevant TV moment.
In total, the sponsorship delivered 10.4 million impressions, reached 7 million individuals, achieved 100% share of voice within the sponsorship package and supported an increase in brand awareness during the campaign period. The campaign also showed a positive correlation with increased market share and share of wallet, demonstrating the value of broadcast sponsorship as both a fame-building and commercially supportive media channel.
Audience response to the programme was also positive, with Shark! receiving strong fan sentiment and press coverage. This gave Betway a more favourable contextual environment, helping the brand align with entertainment-led cultural conversation while maintaining compliance within a regulated category.
For future activity, the recommendation is to keep late peak as the core broadcast environment, while adding lead-in and late-fringe shoulder slots to capture pre and post-programme attention. BVOD, CTV and paid social video retargeting could also be layered around future sponsorships to extend reach, improve frequency distribution and convert broadcast attention into digital engagement.
