Report Shows Positive Attitude to Product Placement

Feb 07

The Journal of Management and Market Research report we mentioned in our last blog has come up with some statistics that show a positive attitude to product placement. According to the report, 60% of viewers see placed brands in a positive light and 2010 figures showed 75% of shows contained branded content.

The report went on to question the economic value of product placement advertising. One study, by Wiles and Danielova, uncovered evidence that product placement in a popular film is connected to a rise in brands’ stock prices.

Product Placement can Boost Brand Awareness by 20% 

The report also quotes that, according to Nielsen Media Research, product placement in television shows can boost brand awareness by 20 per cent and Tsai, Liang, and Liu found heightened brand awareness leads to better recall and a stronger intention of buying.

Viewers are in favour of placed brands providing they add realism to a scene. Snoody commented that because day to day life is so inundated with brands, seeing them within TV programmes or films adds to the sense of reality. 

In general says the Journal’s report, attitudes toward product placement are positive across media types.