Sky One’s ‘Trollied’ – To buy or not to buy?

NMG has released its latest product placement research, using Sky One’s Trollied as case study to demonstrate the “naivety from broadcasters and producers as to what can be sold as product placement – and how the Ofcom rules are actively working against the paid-for market, while encouraging the free prop supply market”.

“Following Ofcom’s liberalisation of ‘paid for’ product placement on 28 February 2011, a number of productions sought to raise revenue by selling appearances. Sky One’s ‘Trollied’ provides an interesting case study as it was in production in March and the first series has now aired,” says NMG’s chairman John Barnard.

The report, published today on NMG’s website, highlights that while Sky sought to raise revenue by selling product placement deals within the production, NMG believes that no such deals were done, and in the event the entire set was dressed by free prop supply product placement.

NMG’s Tracker report shows that Trollied delivered a product placement media value of £286,200 for the brands appearing.

What lessons can be learned?

“Firstly, Ofcom’s rules, as presently drafted, limit what can be realistically sold without breaching the no undue prominence, no product promotion and maintaining editorial integrity guidelines”, Bernard said.

“Secondly, in drama and comedy, only high involvement product opportunities: cars, smartphones and fashion, for example, are likely to be worth investing in ‘paid for’ deals; unless part of a wider promotional package.

“Finally, the embryonic ‘paid for’ market needs to understand the commercial metrics of the successful and well established ‘free prop supply market’.”

Click here to see the full report.