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NMG: The UK top 20 brands in TV content – May 2011

NMG: The UK top 20 brands in TV content – May 2011

This Morning

On 28 February, ITV made news with Britain’s first ever paid for product placement. Nestle paid £100,000 to place their Dolce Gusto coffee machine in the background of the Chef’s kitchen featured on the This Morning show.

According to NMG research, ITV’s paid placement was the top performing brand in terms of on-air secondage in May 2011.

NMG’s Tracker tool examined the Top 20 brands appearing on TV during the month (including unpaid placements). NMG said: “If you watched 80 hours of popular TV during May these are the brands, in on-screen secondage that you would have seen”…

  • Dolce Gusto – 295 seconds – ITV’s This Morning (paid for)
  • Wrigley’s Gum – 270 seconds – Predominantly EastEnders, also Shameless, Hollyoaks, Law & Order
  • BlackBerry Bold – 148 seconds – 25 second feature on The Apprentice also Case Sensitive, Waking the Dead, Vera, Waterloo Road, Emmerdale
  • Bulmer’s Cider – 131 seconds – Predominantly Emmerdale, Coronation Street, Shameless and BBC 1’s Exile
  • Fosters – 114 seconds – Predominantly Emmerdale also BBC 1’s Exile
  • Gordon’s Gin – 113 seconds – Predominantly Emmerdale, Two pints of lager, Hollyoaks also BBC 1’s Exile
  • Kleenex Tissues – 92 seconds – Predominantly Eastenders, Waterloo Road, Coronation Street, Vera
  • Bombardier – 89 seconds – Predominantly in Two pints of Lager
  • Relentless – 85 seconds – Emmerdale
  • Love me Naked – 84 seconds – Hollyoaks salon and Two Pints of Lager
  • Carlsberg – 84 seconds – Vera, Emmerdale, Casualty, Coronation Street and Two Pints of Lager
  • Chrysler Voyager – 81 seconds – BBC1 The Apprentice
  • iPhone – 80 seconds – BBC1 The Apprentice, Emmerdale, Exile, Case Sensitive, Holby City
  • Fairy Liquid – 79 seconds – BBC1 Life Of Riley, Waterloo Road, Hollyoaks, EastEnders, Coronation Street, Casualty
  • Royal Mail – 77 seconds – Masood Ahmed, postman, EastEnders
  • Nokia Mobile – 76 seconds – EastEnders, Coronation Street, Vera, Waterloo Road, Doctor Who
  • National Lottery – 73 seconds – EastEnders, Coronation Street, Hollyoaks, Emmerdale, Law & Order.
  • Neal Voice Recorders – 73 seconds – Vera, Hollyoaks, Doctors, Lewis,
  • Dr Pepper – 73 seconds – EastEnders, Lewis
  • Kronenbourg – 72 seconds – Two Pints Of Lager
  • Adidas Clothes – 71 seconds – Two Pints Of Lager, EastEnders Hollyoaks, Coronation Street, Lewis

Michael Cluff said: “We have been working alongside NMG to understand this new data. It’s interesting that the top performing brand in terms of on-air secondage was ITV’s first paid placement. The other 19 on the list were all delivered as conventional, unpaid prop placement.

“It’s clearly early days under the new regulations that came into force earlier this year. But there’s clearly a real opportunity for advertisers to get far more strategic in the way they plan their placement activity. There’s plenty of good programming out there that can deliver the right audiences, and fit perfectly with a brand’s distinct brand personality.”

Note: Data from programmes broadcast from 23 April to 23 May 2011

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