TV Product Placement Boosts Brand Recognition 20%

17 November 2006

NEW YORK: A study released Thursday by Nielsen Media Research suggests that product placement in TV content boosts brand recognition by 20%.

Fifty-eight percent of viewers recognized a brand when viewing a TV product placement in combination with a commercial, compared to 47% of viewers who recognized a brand exposed only to a commercial.

Exults CBS chief research officer David Poltrack: "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.

"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," opined Poltrack, one of fourteen charter subscribers who helped design and execute the study.

Comments another charter subscriber Mike Hess, director of global research and communication insights at OMD: "Some [data] did indeed confirm what we suspected was true. On the other hand, some findings were counter to what might have been expected."

The study was carried out between October 2005 and June 2006 with more than 10,000 individual participants who endured fifty programs featuring product placements and commercials for nearly 200 consumer brands.

Data sourced from AdWeek (USA); additional content by WARC staff