Dolce Gusto/This Morning exposure increases

Closer camera positioning and a change of angle have increased Britain’s first paid for product placement visibility.

On 15 March NMG Product Placement tracked 20 separate appearances for the Dolce Gusto coffee machine placed in the Chef’s Kitchen set on ITV’s This Morning programme.

John Barnard, NMG Product Placement’s chairman, said: “12 of the appearances met our ‘mid shot’ criteria for the first time. 7 met our ‘brand in shot, but not central to action’ and the remaining one was fleeting and had no value.”

Using NMG’s Tracker 2011 evaluation system, the total Tracker media value achieved on 15 March was £38,880. This significant daily increase was attributed to those mid shot appearances whose Tracker media value alone was £31,100.

“We can gain two insights into product placement from this simple case study, “Barnard continued. “Firstly, how position and saliency have a significant impact on value delivered.

“Secondly, that systems such as Tracker 2011 can model and forecast product placement results before the product is positioned on set.

“NMG can run a range of ‘what ifs’ studies, using different product positioning, which still meets Ofcom’s undue prominence guidelines.

“Using rough maths, if product positioning which achieved this level of mid shot visibility had been established from day 1, Nestle would have enjoyed by now an extra £350k to £400k of Tracker media value.

The cost of these product placement modelling studies is insignificant when compared to the gains.”