Embedded Brands in UK TV Exports Double Communication Value

Dec 13

A great deal of UK television programmes are exported, and quite widely. But once they arrive overseas, sponsorship rights can change, as can the content of advertising breaks, which stunts the reach of the advertiser. But if brands are actually embedded in a programme, they will remain a permanent feature, with guaranteed lifetime exposure to the overseas audience every time they’re aired.

Research has shown that the value of UK television drama product placement will double when programmes are exported.

NMG Product Placement, Essential Television Statistics and Madigan Cluff have investigated the additional value created when international brands are placed into UK TV programmes.

By combining NMG’s Tracker™ database which details the brands that have appeared in specified episodes of programmes, with the ETS database which tracks episode plays in over 40 countries, and the Madigan Cluff database which values each transmission overseas, it has been demonstrated that advertisers often realise the same value from overseas exports as they do from the original airing in the UK.

Here’s what the people behind the research have to say:

Michael Cluff: Partner, Madigan Cluff

“We continue to believe that product placement in programmes is one of the worlds best kept value secrets for advertisers. Raising the profile of placement has to mean allowing advertisers to have accountability and see the full impact of their investment – not just in the home market but also as the programme and everything it contains gets viewed around the world. This service will allow advertisers to track activity with precision.”

John Barnard: Chairman, NMG

“Since 1987 NMG has evaluatedUKproduct 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”

Jonathan Bailey: Managing Director, ETS

“We have been extending our tracking of exported programmes to cover new countries and channels, as well as increasing the time we spend identifying the particular seasons and episodes of series. This has benefitted our core client base of rights owners and collection societies and it is interesting to see how this can also aid tracking where brands impact consumers.”