Consumers are twice as likely to buy a product as a result of seeing a television commercial than they are after seeing a product in branded entertainment, according to new research from FIND/SVP.
The study showed that 52% of viewers claimed they would buy a product after being exposed to a television commercial, while said they 23% would do the same from a branded entertainment experience.
Commenting on the findings, Frank Dudely, vice president of marketing for FIND/SVP said: “No one has really delved into how consumers feel about branded entertainment.”
He continued: “The major takeaway is that, from our perspective, the 30-second commercial is not going away. It’s going to find a place in an integrated approach.”
The value of the product placement market is predicted to reach $6.94 billion by 2009, increasing at a compound annual rate of 14.9% between 2004 and 2009, according to a recent report published by US research company, PQ Media (see Product Placement To Hit $7 Billion By 2009).
Television is predicted to increase its share of total product placement spending by almost 7% over the same period to 61.2%, while films are estimated to lose six percentage points between 2004-2009 with a share of 30.2% in four years time.
Other media are forecast to drop one percentage point to 8.6%, while paid placements in videogames and on the internet are expected to rise.
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