Product placement research – based on flawed assumptions?

In response to YouGov’s ‘Product Placement underwhelms’ article, John Barnard, chairman NMG Product Placement at Pinewood Studios, says many of the respondent’s comments about noticing product placement all the time are based on seeing brands, not product placements…

“Part of the YouGov research is based on flawed assumptions.

NMG Product Placement has been recording and measuring brand appearances in UK TV since 1987.

In 2010 NMG measured over 6000 separate brand appearances. A significant proportion of those appearances are brands, which appear as they reflect the real life branded world which we live in. They were there anyway, say on location, or were bought, without influence, by the Art Department for studio based sets to deliver realism.

NMG segregates brand appearances between those actively placed and those appearing by ‘serendipity’, as part of our strategising product placement campaigns for our retained clients.

Thus many of the respondent’s comments, for example, about noticing product placement all the time, are based on seeing brands, not product placements.

We would be prepared to share our data with YouGov if they wish.”