FYI: 08.24.2005

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Product placement in scripted TV shows is more acceptable to viewers than in reality fare, according to a new study by research group FIND/SVP. An online survey of 1,000 consumers in August found that 47% of viewers surveyed were much more likely to accept placements in sitcoms, while 36% approved of them in dramas. That’s compared to 25% for reality shows. Additionally, 52% were much more or somewhat more likely to purchase a product seen in a commercial vs. 23% for a product embedded in a show. Regarding the car giveaway on The Oprah Winfrey Show, 36% recalled seeing the episode, but 44% of those who saw the show successfully recalled the brand of the car she gave away. The title of the survey report is The Impact of Branded Entertainment on Today’s Television Viewer.

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