Top Story

e4m_logo.png

Home >> International >> Article

International: Nielsen: Product Placement boosts brand awareness by 20%

16-November-2006
Font Size   16
International: Nielsen: Product Placement boosts brand awareness by 20%

Product placement in TV content boosts brand recognition by 20%, according to the results of a study released Wednesday by Nielsen Media Research. The study found that 57.5% of viewers recognized a brand when viewing a product placement in combination with a commercial, compared to the 46.6% of viewers that recognized a brand exposed only to a commercial.

“This comprehensive study of the interaction of product placement and commercial messages demonstrates that product placement can represent a valuable enhancement to a media plan,” said David Poltrack, chief research officer for CBS and one of 14 charter subscribers that helped design and execute the study. “More importantly, it also confirms that not all product placements are successful and it provides valuable guidance for the development of an effective product-placement program.”

While brand recognition increases with product placement, it doesn’t necessarily translate into sales. A little more than one third of all viewers expressed high interest in brands they were able to recognize. Brand awareness, attitude and purchase interest were also affected by the level of familiarity a viewer had with the brand, the program’s genre, the viewer’s loyalty to the program, and the exact nature of the product placement.

“Some [findings] did indeed confirm what we suspected was true. On the other hand, some findings were counter to what might have been expected,” said Mike Hess, director of global research and communication insights at OMD Worldwide, also a charter subscriber.

The study was conducted over nine months between October 2005 and June 2006 at Nielsen Entertainment’s testing facilities in Las Vegas. More than 10,000 individuals participated in the screening of 50 programs, which featured product placements and commercials for nearly 200 consumer brands.

In addition to CBS and OMD, other charter subscribers included A & E, CourtTV, Discovery, Fox, Magna Global, Mediacom, PHD, Scripps Networks, Sprint, The Weather Channel, Twentieth Century TV and Zenith Media.

Source: Brandweek

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...