First Simmons Results for Product Placement

The latest Simmons National Consumer Study is the first to include findings on consumer attitudes to product placement. They reveal that around half of US consumers are happy to see branded products on TV and in movies - but fewer than a quarter remember the brands in their favourite show.


The latest findings show that 51% do not mind seeing brand-name products in TV shows (46% do not mind them in movies). It's possible that this indifference is due to the fact that the brand names simply wash over them: just 24% remember brand name products used in their favourite television show, and only 20% say they remember brand names used by characters in movies. Bill Engel, co-CEO of Simmons, says the research 'allows advertisers and clients to see how effective their product placement campaigns will be with different kinds of consumers'.

Other new and updated questions covered various new technologies: digital video recorders (DVRs), Internet telephone services (voice over IP), video-on-demand and satellite radio. New questions about diet control, movie attendance, foreign travel, fast food and drive-in restaurants were also added.

The National Consumer Study provides information on consumer behaviour and opinions, providing information on more than 450 product categories and 8,000 brands. The study is based on a statistically projectable sample of 24,136 US adult consumers. Findings are available (for purchase) to advertisers and marketers.

Simmons Market Research Bureau, an Experian company, is online at www.smrb.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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