The ad formats in the radio: proposal for classification of different types of sponsorship

Abstract

This paper aims to classify the ad format that the broadcasters in the radio market from Brazil generically call as sponsorship. With this objective, the present work studies the radio stations from Blumenau, a city located in the state of Santa Catarina, in the South of the country. The analysis identifies two major sponsorship modalities and four specific types. In this way, the research concludes that the sponsorship works as an element of internal and external continuity of the radio programs.