Channel 4: The implicit impact of product placement

This article describes research by Channel 4, the UK television channel, into the impact of product placement.

Channel 4: The implicit impact of product placement

Andrew Tenzer and James MyringChannel 4 and BDRC Continental

Summary

This paper describes how Channel 4 and BDRC Continental used an innovative research methodology to measure the impact of Product Placement for a number of brands on Channel 4, and how the research has had a demonstrable impact on the broadcaster's Product Placement offering.

In 2010 Ofcom announced that it was relaxing the rules on Product Placement, providing broadcasters and media owners with the opportunity to generate a new revenue stream.

However Product Placement (PP) is very different from more traditional...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands