TV Viewers Could See Product Placement As Positive Move

MediaLab says that although product placement is currently prohibited on UK television under European Union legislation, the situation could be about to change. The EU is currently reviewing its policy in this area. Consequently, Ofcom is undertaking an in-depth consultation on issues relating to a limited and controlled introduction of paid-for product placement into the UK commercial television market, to determine its impact if these barriers are removed.

Initial focus groups revealed that viewers were concerned that product placement could be too “pushy” and would remove the viewers’ right to choose to see advertising. However, they also accepted that featuring a brand could make a programme or character more realistic.

When asked how they thought product placement might affect their enjoyment of their favourite programmes, 71% said that placement would not affect it, whilst 15% said it would. But only 57% said that integration would not affect their enjoyment, as opposed to 27% who said it would.

According to the research, when respondents were asked about their enjoyment of the show they had just watched, those exposed to integration and placement had, on average, higher enjoyment scores (22% and 20% respectively) than those who watched the ‘control’ version.

The results show that viewer enjoyment actually increased with both forms of product placement, although product integration was less popular.

Respondents were also asked how they thought product placement might affect their future purchasing decisions. A very large number (45%) said they would be more likely to purchase if they saw brand placement or integration in a TV programme. Only 9% said it would make them less likely to purchase the product.

David Fletcher, head of MEC MediaLab, said: “The idea of product integration was far worse for viewers than the reality of it. In practice, both forms of product placement actually increased their enjoyment of the programme.

“This shows that brands have little to lose by using product placement, in terms of the effect on sales.”

When respondents were asked which brands they had noticed in the programmes, product placement lifted awareness by 16% over the traditional 30-second spot, while integration proved even more powerful, lifting awareness by 24% against commercial exposure.

Overall, MediaLab said that product placement is unlikely to have a negative effect on UK TV viewers. 22% said they would see the introduction of product placement as a positive move, whilst 56% of people were ambivalent.

Fletcher commented: “What’s clear is that viewers are sensitive to overt commercialisation. Subtlety and viewer consideration are the two key areas here. By respecting the audience within the script, programme makers can build up increased realism and possibly an increasing viewer enjoyment in their shows, whilst brand-owners will benefit from increased awareness and stronger brand attributes. A wide range of advertisers could benefit from product placement, especially new brands and launches, as long as the viewer is respected.”