Accenture advertises on BBC Sport - how?Follow @mediaukdiscuss
Now, I don’t watch much sport. So it could be that this always happens, and I’ve simply missed it.
I do know that the BBC has to credit the “Barclays” Premiership, and similar naming deals. That’s fine by me. But I was rather taken aback when seeing this advertising on the rugby today.
To me, that looks like an ad for Accenture on the BBC’s own captions. It is animated, and comes up a second or so after the rest of the caption has appeared – which is a good technique for attracting attention. Someone at the BBC has spent time and effort ensuring that the Accenture logo appears within its programming: programming which is meant to be free of advertising.
The BBC Editorial Guidelines around sponsored events say The sponsor’s logo must not be used in the programme title graphics or in graphics within the programme. ...and I can’t see anywhere that, in the Editorial Guidelines, allows logos on-screen, much less animated ones.
Has this being going on long, and I’ve just missed it?
I believe that Tag Heuer also appears on-screen during Formula 1. Both are technology partners of the respective competitions.
Mmm. The difference there is that “Tag Heuer” appears on the footage coming from F1, rather than footage generated by the BBC.
How does this fit with the Editorial Guidelines, I wonder?
Are Accenture a technology partner? as I think the Tag Heuer must have an agreement to provide / allow the timing data that includes their logo.. isnt there a similar agreement with other tech providers for Olympics / athletics
You clearly haven’t watched F1 for a very long time.
I think Tag Heuer stopped being F1’s technology partner a decade ago.
Since then both Siemens and LG have sponsored the timing data in F1.
But moving onto the question of how long this has been going on on the BBC, well I seem to remember the London Marathon having “Unisys” as a timing partner back in the 80s, and no doubt there are people older than me who can remember even older cases.
Whether the logo should be displayed on screen seems to depend on whether the company whose logo is displayed is actively involved in compiling and providing the statistical data – as can be seen from Ofcom’s adjudication on Sky Sports’ use of the Opta logo on Premier League football last year.
So the BBC must ask: Do Accenture compile the stats? Or just pay the RFU to have a logo on TV?
I have watched it, but perhaps I’ve just mentally filtered out the branding for the past decade! I have to admit that I hadn’t noticed that it wasn’t Tag Heuer anymore.
Tim – interesting. The adjudication you link to – which is discussing Sky Sports’ use of EA’s logo, rather than Opta’s – was deemed to have broken two Ofcom guidelines, and the complaint was upheld since EA was simply a ‘official technology partner’ and didn’t actually compile any stats.
Accenture’s own announcement appears to say that it is the “Official Technology Partner” but only appears to be delivering a mobile app. So is this just a sponsorship? Accenture’s link from the RBS website is http://www.accenture.com/gb-en/company/sponsorships/Pages/rbs-six-nations.aspx – I’m liking the use of the word “sponsorships” there, that makes it very clear what’s going on.
So. Looks just like a sponsorship. So this sponsorship gives them access to the captions on the BBC, does it? How much money have the BBC got from that?
Steve – was Bull Computer compiling the results there? I’d think they might have been. Interesting clip though!
Not sure, I always thought the BBC employed their own scorer to provide stats etc and presumably feed data into the system that generates on-screen graphics of the scores.
Doesn’t matter whether the BBC is getting money from it as nobody is claiming this is product placement, just undue prominence.
I think we can safely assume that Bull Computers either compiled the stats or supplied the equipment to enable the ECB to do so.
In Accenture’s case, we should probably assume they have played no part in compiling the data. Knowing them even if they did have responsibility for compiling stats they would have outsourced it to a Bangalore call centre that doesn’t work weekends.
This sponsorship is not just on the BBC btw. It also appears on RTE, France 2 and Al Jazeera coverage.