Purpose: This study aims to investigate whether controversial TV content impacts the effects of non – standard advertising such as sponsorship vignette among female viewers.

Methodology: The present study used two field experiments (n = 222; n = 219) conducted as a Computer-Assisted Web Interview (CAWI) questionnaire, during which video material was presented. The study manipulated controversial and non-controversial and the variable of congruence and incongruence – through the argument of video material in the form of TV programs and advertising spots.

Results: The empirical investigation revealed that controversial and incongruent content does not necessarily alter the effect of a sponsorship vignette. Loyal viewers who consistently follow programs were found to have higher purchase intent than less loyal ones.

Implications: The results suggest that advertisers should consider placing their messages in the context of controversial TV programming, which does not have to be congruent with the ads displayed.

Limitations: The stimuli applied in the studies were arbitrary, to a certain extent. The study did not investigate program’s about sex that fit the definition of controversiality.

Originality/value: The study contributes to the existing literature on ad–content congruence by investigating consumer responses to innovative ad format: the sponsorship vignette. We investigated how specific content watched in longer periods of time (i.e. a series) may impact the advertising effectiveness of embedded sponsorship vignettes. This approach allowed us to demonstrate the importance of viewers’ loyalty towards a TV program, resulting in a change of the level of purchase intent of advertised product.