Archive for August 12th, 2007

NEW YORK - Nielsen Media Research and Nielsen Entertainment announced today the collaborative launch of an innovative research study which will, for the first time, provide an assessment of the factors impacting product placement effectiveness. At a time when there has been intense focus on ROI for advertising generally, the spotlight on brand integration has spawned several tracking and evaluation services. No one else however, has attempted to provide insight on the contributing factors of behavioral response on empirical findings. The study’s initial participants include: CBS/UPN Television Networks, Discovery Television, Magna Global, Mediacom, OMD, PHD, Sprint, The Weather Channel, and Zenith Optimedia.Nielsen has been tracking the physical characteristics of product placement since the beginning of the 2003-2004 broadcast season. The objective of this extensive study is to look beyond the on-screen appearances and determine how the context of a placement’s execution can impact consumer response. The relationship viewers have with a specific program, as well as their familiarity with the brand and product category featured, as related to the effectiveness of placements, will be analyzed in this research.

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