Product Placement Begins To Ebb, But Paid Deals Soar
Posted by iTVX Staff on 15th March 2007
WITH ALL THE TALK ABOUT new digital platforms for video, you might think marketers have forgotten about the tried-and-true product placement. But in a new edition of its annual survey, Stamford, Conn.-based PQ Media says product placement is still a healthy business, growing worldwide at 37% in 2006 to $3.36 billion. The pace of growth will slow a bit next year. PQ Media is forecasting growth at 30% in 2007 to $4.38 billion.The growth of the non-paid part of the product-placement business will cool, too. This is the biggest part of the industry, including barter and other valued-added deals. According to the survey, it’s estimated to be just 12.5% in 2007, registering a value of $4.95 billion. By comparison, the value was $4.4 billion in 2006.
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