Right place, right time

Kathryn Bradley
MediaLab

Broadcasting revenues are under pressure. Figures from the Advertising Association show that TV revenues in 2005 showed growth of 3.6% year-on-year (at current prices), well below the growth rate of 6.3% seen in 2004. As a result, other sources of revenue are being explored, one of which is product placement. Currently prohibited in the UK under European legislation, these laws are now under examination, meaning we could see a move toward US–type content, where advertisers pay to place their products in programmes.

With possible changes afoot, MEC wanted to know how viewers felt about product placement so we used focus groups to speak to consumers. During our discussions, we played them product placement footage from Canada and also some pilot English footage in order to show them what programmes could be like in the future.