Nielsen Media Research (NMR) has today announced findings from its first ever Product Placement Valuation Study, part of its A2/M2 initiative. The research demonstrates and quantifies the value that product placement contributes to traditional TV advertising.
NMR found that 57.5% of viewers recognized a brand when viewing a product placement in combination with a commercial, compared to just 46.6% who were exposed only to a commercial for that brand.
The study, the largest of its kind, was conducted over a nine-month time span (October 2005-June 2006) at Nielsen Entertainment's testing facilities in Las Vegas, with more than 10,000 individuals participating in the screening of 50 programs across Broadcast and Cable television, including placements and commercials for nearly 200 consumer brands. The study looked beyond the physical characteristics of placements (position within a scene, duration, character interaction etc..) to its context in terms of the viewer's loyalty to the program and familiarity with the brand.
Top level findings suggest that:
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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