Nielsen to Assess Product Placement

Nielsen Media Research and Nielsen Entertainment are collaborating on a new research study to assess the factors behind the effectiveness of product placements. It will analyse the influence of the viewer's relationship with a programme, as well as their familiarity with the brand and type of product.

Initial participants in the study, which the companies claim is the first of its kind, include CBS/UPN Television Networks, Discovery Television, Magna Global, Mediacom, OMD, PHD, Sprint, The Weather Channel, and Zenith Optimedia.

Nielsen Entertainment has been testing the effectiveness of product placement in television for some time. Andy Wing, the company's President and CEO says that the existing services, combined with the results of the new study, will 'deliver more actionable information, which can be used to make brand integration a more measurable and effective selling tool'.

Steve Sternberg, EVP director of Audience Analysis at Magna Global says there is currently 'precious little industry research' in this area. He calls the new study 'an essential first step towards more advanced research analyses in predicting the impact of differing levels and types of product integration'.

Nielsen Media Research and Nielsen Entertainment are both parts of VNU Media Measurement & Information. VNU's web site is online at www.vnu.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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