Product Placement/Branded Content

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of product placement and branded content.

Product Placement/Branded Content

Mi hui Pak

Branded Entertainment and Product Placement seems to be a growing business –the 2009 emarketer article shows that ad spend in this media increased 4% from last year. However, there is still a dearth of substantive research on how and if PP works better than traditional commercials.


The 2005 NBC study found that:

  • Recall for Traditional Commercials and Product Placement, when shown alone, was the same (50%).

  • Highest recall was found when Traditional Commercials and Product Placement were shown together (67-68%).

The findings from a 2006 Nielsen Media Study: The Performance of Brand...

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