Product placement on the increase

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According to research from Nielsen, which has been tracking product placement for three years, the number of placements in television in 2006 was 108,261, a 30% jump from 2005.

While these numbers do not reflect any uniform approach in terms of factors such as duration on screen, visibility, or dialogue accompaniment, they do reflect opportunities coming from all sides of the business, from buy-ins by the brands themselves to demand for name-brand products by series writers, right down to producers attempting to reduce production costs.

Speaking at last week’s CTAM Summit in the US, NMA Entertainment & Marketing co-CEO John Zamoiski said that the good thing about product placement in film is that film is permanent.

“Films have an audience, ads don’t,’ Zamoiski said, speaking with marketers about diminished c

He made the point that the same thing is happening in TV and that the rising popularity of video-on-demand and DVD are also contributing to this opportunity growth.

Some well known product deals concluded by NMA Entertaining & Marketing include Cadillac’s and Dunkin’ Donuts product placement in HBO’s The Sopranos; Cadillac’s placement in FX’s Rescue Me; Arby’s and Variety in HBO’s Entourage; GMC in Bravo’s Queer Eye for the Straight Guy; USA Today in NBC’s The West Wing; Hummer in CBS’ CSI: Miami; and Crown Royale in ABC’s Desperate Housewives.

Source: Nielsen/ Multichannel News

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