17

BBC Children in Need

Since 1980 the BBC’s UK charity has raised £950m for disadvantaged children and young people, with fundraising focused on its annual November telethon, which was hosted for 35 years by the late broadcaster Sir Terry Wogan. The first BBC charity appeal dates back to a five-minute Christmas Day radio slot in 1927, which raised £1,143 8s 3d, while the telethon, promoted since 1985 by mascot Pudsey Bear, raised a record £50.2m during broadcasting in 2017. The charity funded 2,562 projects in 2017 and helped 582,000 disadvantaged children and young people.

BRAND VALUE

The present value of current and future income due to the brand
£399m

BRAND STRENGTH (/100)

The ability for the brand to continue to generate income
56

ROLE OF BRAND

The importance of brand strength in generating income
60%

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