Viewer response to branded integration

Barbara Zack and David Kaplan

This paper presents current findings regarding response to various on air branded integrations. Actual case studies are presented, as well as analyses from Q4 2004 and trends based on over 1.5 years of data (September 2003 - March 2005.) The data have been collected by IAG Research, and reflect day-after exposure interviews conducted with tens of thousands of television viewers.

Viewer response to branded integration

Barbara ZackIAG Research, United States

David KaplanIAG Research, United States

INTRODUCTION

Faced with an increasingly challenging media environment (fragmentation, commercial avoidance, etc.), advertisers are more and more often turning to branded integration to try and get their message to consumers. The most common types of branded integration are:

  • Traditional placements, where the product is somehow placed or integrated into the program (such as when a can of soup is shown on a kitchen countertop.)

  • Display of an iconic logo within the program content, although the actual product itself is neither mentioned nor shown...

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