Magazine article Marketing

C4 Poll 'Proves Value' of Product Placement

Magazine article Marketing

C4 Poll 'Proves Value' of Product Placement

Article excerpt

Nokia, Yeo Valley and Uncle Ben's are among several brands that claim to have improved perceptions through TV product placement, despite scepticism of the fledgling activity.

Channel 4 and researcher BDRC Continental have unveiled data suggesting that a product's appearance in a show can boost brand awareness and purchase consideration.

The research comes two years after product placement was officially sanctioned by Ofcom, although the activity has since been adopted by only a handful of brands.

In 2011, New Look became one of the first brands to take advantage of the relaxed rules with the ad-funded C4 show New Look Style the Nation L'Oreal and Nokia have also signed deals with the broadcaster, with the latter's Lumia phone being used by characters in Hollyoaks. Nokia claimed the activity led to a 5% increase in viewers agreeing that a Lumia would 'fit into their everyday lives'.

Tom Stannard, senior campaign manager at Nokia, said the increase represented a 'decent' return on investment because of the 'personal' nature of smartphone ownership. …

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