Realising product placement’s true value

Kathryn Bradley

In this article, MediaLab's Kathryn Bradley looks at consumer attitudes to product placement in theory and in practice in order to assess whether its controlled introduction into UK programming could have positive or negative impacts on the brands featured.

Realising product placement’s true value

Kathryn BradleyMediaLab

Product placement is currently prohibited on UK television under European Union legislation. However, the EU is reviewing its policy in this area and, consequently, Ofcom is undertaking an in-depth consultation on issues relating to a limited and controlled introduction of product placement into the UK commercial television market.

Within this controversial landscape, we decided to undertake qualitative and quantitative research into consumers’ perceptions of product placement and their behaviour when viewing it in a programme context.

Our objectives were twofold: to...

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