Today’s practice of brand placement and the industry behind it

Edith Smit, Eva van Reijmersdal and Peter Neijens

This article presents a content analysis of brand placement on Dutch television, followed by 24 interviews with the parties involved.

Today’s practice of brand placement and the industry behind it

Edith Smit, Eva van Reijmersdal and Peter Neijens

University of Amsterdam

Introduction

Editorial and commercial content are increasingly mixed in television programmes today. This phenomenon is known as in-programme sponsoring, product placement or brand placement: the commercially inspired inclusion of products and/or brands in editorial content (Karrh 1998; Russell & Belch 2005; Schneider & Cornwell 2005). Worldwide spending on brand placement was almost $3.4 billion in 2006 and has grown to $4.4 billion...

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