Channel 4: The implicit impact of product placement
Andrew Tenzer and James MyringChannel 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...