Firms Partner to Measure Product Placement Value

In the US, product placement evaluation agency iTVX has partnered with MR firm Marketing Evolution to develop an online tool which measures the financial value of product placement on TV.

TEAM - or Total Entertainment Accountability and Measurement Solution - has been designed specifically for new product launches and brand repositioning.

Marketing Evolution CEO Rex Briggs comments: 'You can't just roll the dice on high stakes product promotions. You've got to measure the ROI.' Briggs's firm conducts an online survey of about 400 consumers before the product placement takes place and then immediately afterwards with a second group who watched the same programme.

iTVX then assigns a 'Q ratio' that is multiplied by the cost of a 30-second commercial in that same show. Around 50 different factors are assessed to calculate the quality of the placement and determine its financial value in relation to a TV ad.

The firms say that the partnership allows iTVX to provide its clients with additional metrix evaluating the extent to which the brand integration has achieved its marketing objectives such as building brand awareness or increasing intent to purchase.

TriScents, a new line of scented electric air fresheners, will be the first product to use the system to determine its integration value in several home improvement shows during the month.

'Advertisers putting millions of dollars into branded entertainment need this type of accountability and measurement,' said iTVX CEO Frank Zazza. 'Comprehensive measurement on these complex high-priced deals is no longer optional - it's mandatory.'

Earlier in the month, consumer information firm Knowledge Networks announced it would be using Marketing Evolution's return on marketing objective (ROMO) data to launch a system which links brand-building to media planning (www.mrweb.com/drno/news7833.htm ).

The partners are online at www.iTVX.com and www.marketingevolution.com.

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