No brand wants to find itself parked so close to a scandal
Oh for those innocent times. Such speculation seems quaint now given the seismic revelations of last week where we learned a lot more about how sponsorship works at the public service broadcaster and how it’s not what those of us who studied advertising learned in the textbooks.
Renault soon cancelled that extra payment arrangement – Covid put a stop to public events and pushing car sales when no one was going anywhere would have been tin eared – but as RTÉ had, for some reason, underwritten the deal, the station ended up secretly funding the annual €75,000 payments for two years to boost Tubridy’s income beyond the publicly declared figure.
Brands fear contagion – if something negative, no matter how small, has been uncovered about an asset they’ve paid to be associated with, the risk of that negativity engulfing the brand like a bad smell rises with each mention. It was always unclear if it would stick around for Kielty although his first few programmes at least will deliver strong figures, if only for curiosity sake. Tubridy experienced a brief bump in viewership when he took over from Pat Kenny in 2009 – his first sponsor was Quinn Insurance in a €1.2 million a year deal.
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