ITV to make product placement history today

ITV1’s This Morning has made history today – it is the first British programme to feature product placement following a £100,000 deal with Nescafé to promote a coffee machine.

Starting at 10.30am today, This Morning now features a Dolce Gusto machine in the kitchen area of the set following a three-month agreement to place the product after Ofcom’s decision to relax advertising rules.

ITV was the first network to broadcast a commercial in the UK, with an ad for SR toothpaste screened on 22 September 1955. Today, analysts predict that product placement could make ITV up to £50 million a year.

Nestlé, the owner of Nescafé, said the deal with This Morning offered the “perfect opportunity” for it to “connect with sociable people who appreciate good coffee”.

ITV is in talks about other product placement deals. Channel 4 is also thought to be considering a placement in Hollyoaks.