International brands placed in UK TV dramas can increase effectiveness
The first ever UK product placement communication effectiveness research has just been released. Taking a sample of recent placements in UK dramas the research shows that advertisers frequently achieve as much value from the overseas export versions of the programme as they have received from the original UK transmission.
By combining three major databases Pinewood Studios based NMG Product Placement, Essential Television Statistics (ETS) and Madigan Cluff have been able to take a look at the additional value created for advertisers with international brands placed into UK programmes.
Many UK TV programmes are extensively exported. When TV programmes are exported, sponsorship rights and the content of advertising breaks may change. However, brands embedded in the programme will remain and be seen whenever, and wherever, the show plays.
This can really increase the communication value in product placement for international brands in UK dramas.
The process combines NMG’s Tracker™ database detailing which brands have appeared in specified episodes of programmes, with ETS’s database which tracks when these episodes are played in more than 40 countries worldwide, together with Madigan Cluff’s database which values each overseas transmission.
John Barnard – Chairman of NMG said: “Since 1987 NMG has evaluated UK product placement brand exposure to provide clear client accountability. We are proud to be part of this first ever study of overseas product placement export values. NMG represents many major global brands and as the branded content market becomes more fluid it is vital to understand the results of our work on this broader basis. This study, and the potential to extend measurement to overseas markets, creates a new service which allows advertisers to see the complete return which their commitment to placement receives”.