Channel 4: The implicit impact of product placement

Andrew Tenzer and James Myring
Channel 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 advertising and sponsorship formats in that it works on a far more implicit level. Consequently, methodologies used to research the impact of traditional advertising/sponsorship that rely on explicit recall are inappropriate to evaluate the effectiveness of PP.