Want to Place a Product in a TV Show? Buy Airtime Too

More Viewers Remember Brand Integration If It's Followed By an Ad

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LOS ANGELES (AdAge.com) -- Here's a twist on the people-aren't-watching-commercials debate: More TV viewers remember product placement if it's followed by an ad.
New Nielsen research suggests that product placements are more effective when used in combinaton with standard commercials for the same product.
New Nielsen research suggests that product placements are more effective when used in combinaton with standard commercials for the same product.

11% boost
According to a "Product Placement Valuation Study" released by Nielsen Media Research today, 57% of viewers recognized a brand when viewing an integration in combination with a commercial, vs. nearly 46% of those who only watched a commercial.

But that doesn't mean consumers will buy the products. Whether the brand was presented as a product placement, TV commercial or both, a little more than one-third of all viewers expressed high interest in the brands they were able to recognize.

Brand awareness, purchase interest
The study specifically examined brand awareness, brand attitude and purchase interest.

Nielsen conducted the study in Las Vegas, polling more than 10,000 people over nine months. It was also conducted with the participation of networks A&E, CBS, CourtTV, Discovery, Fox, Weather Channel and Twentieth TV, along with Magna Global, MediaCom, OMD, PHD, Scripps Networks, Sprint and Zenith Media.

Participants viewed 50 broadcast and cable TV shows during which placements and commercials were featured for nearly 200 consumer brands.
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