SPA Future Thinking research shows consumers welcome product placement in TV shows

Television viewers are happy to see branded products featured in programmes – as long as the programme comes first, according to new research released on the 25th February 2011.

The findings, released ahead of last Monday’s lifting of the UK ban on product placement, reveal audiences are already accustomed to the concept and even believe it can make shows more realistic. In fact, they hope the practice will provide them with a less intrusive form of advertising as well as the ability to see products in action.

The qualitative study, carried out by SPA Future Thinking on behalf of Channel 4, involved a total of 16 focus workshops and home observation tests to track viewer reaction to product placement. The participants ranged from 16 to 44 years in age.

In the workshop the audience was shown a 10-minute montage of clips from different programming genres all chosen to showcase how brands are currently featured in UK programming (brands cannot currently be given ‘undue prominence’ – so only incidental inclusion is acceptable).  They were then shown clips of Channel 4’s Hollyoaks which had been altered with real brands digitally inserted into the footage to give viewers their first ‘real-life’ experience of how product placement might feel.

Reactions to the inserted brands were largely positive, with viewers optimistic about the realism that judiciously placed products could bring to shows. They also felt that the added revenue could contribute to improved programme-making. However, they cautioned over inappropriate placement and overreliance on a single brand.

Reactions included:

“Product placement would feel appropriate within a soap, as it’s all about real life, but if I saw a Coke can while watching Lost it would ruin the illusion.”

“The products need to be a natural fit with the show and the character, otherwise it would feel very cynical.”

“It could spoil the show if you felt one brand was featured too heavily. The show would lose integrity as it would resemble one long ad.”

“If it provides revenue for TV channels and enables them to make good shows or stop making rubbish then product placement is a good thing.”

Jon Priest, CEO at SPA Future Thinking, said: ‘Viewers aren’t naive and they recognise that they’ve been exposed to product placement since the early 90s in American shows and films. What’s interesting is that they see product placement as a natural progression from traditional advertising. They feel it’s already happening and are unfazed by it.’

However, viewers were clear that product placement must be responsible and credible. It should not be too overt or obtrusive, and it should not impact or lead content.

But it was clear that product placement is predominantly welcomed as an advertising medium, with some viewers hoping that the extra revenue generated from it will be reinvested to offer better and more varied programming.

From last Monday, product placement will be allowed in dramas, soaps, entertainment and sports programmes, but will be banned from news and children’s programmes and from UK-produced current affairs, consumer affairs and religious programmes.

David Charlesworth, head of sponsorship, placement and funded content at Channel 4, said: “The overall message from our viewers is that they actively welcome Product Placement while trusting us to make it work for both them and advertisers”.

For further information please contact John Whittaker at SPA Future Thinking john.whittaker@spafuturethinking.com
T: +44 (0)1865 336 400

Journalist enquiries should be directed to Bhavna Mistry or Claire Foss at Velvet PR
bhavna@velvetpr.biz Claire@velvetpr.biz
T: +44 (0)20 8996 1802

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