Archive for January, 2006

IN THE PAST FEW MONTHS, research about the frequency of product placements appearing in TV shows has made news–in particular, the number of product placements in reality shows, such as “The Contender,” which distinguished itself with an average of 500 individual occurrences for the Everlast brand.
Yet new research forthcoming in the Journal of Advertising Research suggests that there is more to the picture than just counting occurrences. The traditional “frequency-based” approach works on the assumption that each “occurrence” is equal. In fact, there are a number of other dynamic and important elements at work.

In TV shows or sporting events where there may be continuous, static, or repetitive occurrences of a brand, logo, or product, a viewer’s attention, awareness, and engagement to that stimulus gradually decays over time. This is a well-known fact confirmed in perception (aural and visual) and attention studies. Advertisers have borrowed from this and apply a “decay rate,” called a half-life, to account for the diminishing influence advertising has over time.
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Tags: iTVX in the News, Product Placement Research, placement, product, product placement

This case study explores how Toyota integrated its Yaris model into television sketches to successfully reach its target market.

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How you get into the minds of young adults and first-time car buyers and how you get into the Playboy Mansion may seem to be completely unrelated. For the Toyota Yaris, the connection made sense when
it was made by the ensemble comedians of Mad TV.The trip to the Playboy mansion started months before the launch of the new Toyota vehicle. The Toyota Yaris line of cars includes both a liftback and a sedan – the sedan also is available in a sport version. MSRP starts at $10,650. Online you’ll find this description, “Ever wondered why great design has to cost an arm and a leg?… the car you can afford to drive is finally the car you actually want to drive.” The vehicle is targeted at first time car buyers and 18-34 year olds who want a car that is more than just a way to get to the grocery store.

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Tags: Branded Entertainment and Product Placement News, Product Placement Research