Product placement underwhelms
Product placement came to the UK last week, but new research from YouGov suggests the appearance of branded goods in the nation’s TV shows and films
for the first time is unlikely to excite audiences.
Less than one third (32%) of respondents say they were even aware that UK product placement laws were changing to accommodate the practice. In addition, 36% of
respondents say they do not know what product placement is.
However, close to three quarters (73%) report having noticed product placement in US TV shows and films before: 17% of them “all the time”, 40% “just occasionally”, and 16% “rarely”.
There is no warm welcome for UK product placement either. Exactly half of respondents think the change is neither good nor bad, while 23% believe it is a negative thing (7% says it’s
“very bad”), and a mere 14% regard it as positive.
Plus, of those who say they notice product placement all the time, 34% think it is a bad thing.
Consumers don’t expect product placement to have much of an impact for protagonists, either. 70% of respondents believe that seeing a brand in a TV show or film will not change
their perceptions of it.
30% of respondents say ITV is the most appropriate channel for product placement, closely followed by Dave (29%). Deemed least suitable are MTV and Discovery, with only 9% and
8%, respectively, in favour.
And product types are important too, with milk the most appropriate for “placing” according to 39% of respondents, followed closely by “other foods” (38%).
Consumers are less enthusiastic for product placement around cereals, and health and beauty items, with just 19%, 13% and 8% of respondents, respectively, believing it to be the right practice for these branded goods.
“What, where when and how product messages are placed will be key, and marketers need to be cautious of alienating rather than attracting potential brand advocates, and of overt
intrusion into the viewing experience,” said Adele Gritten, head of media consulting at YouGov.
“However, consumers accept the commercial realities of the day and the currently planned changes are unlikely to detract from viewer enjoyment overall. Time will tell as to
which brands get the correct channel/programme fit and which ones nurture the right kind of relationship with their viewers, rather than simply bombarding them.”
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.