» Branded Entertainment and Product Placement News

Beyond the Badge: Big Media Brands Strike Foursquare Deals

iTVX Staff — Tue, 09 Feb 2010 15:07:16 +0000

Brands seem to be tripping over themselves to align with hot mobile startup Foursquare.

After Pepsi, Tasti D-Lite and Metro News dipped their toes, a wave of media brands including Bravo TV, HBO, Warner Brothers, Zagat and the History Channel are now testing the waters, experimenting with the platform in new and interesting ways.

These new deals represent an entertainment trifecta for Foursquare — network TV, cable TV and movie studios. Last week Bravo announced integration for select shows. Today, Warner Brothers began a promotion for their star-studded movie “Valentine’s Day.” HBO also appears to be rolling out an effort for “How to Make It in America,” a New York version of “Entourage.” And the History Channel says it is also in the midst of partnering with Foursquare, though details are still being worked out.

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Unilever Keeps $1B Western Europe Media Biz With Mindshare

iTVX Staff — Tue, 09 Feb 2010 15:06:45 +0000

LONDON (AdAge.com) — Mindshare has matched its win of Unilever’s $800 million North American media business with a clean sweep of Western Europe. The WPP-owned agency has retained its $1.1 billion media planning and buying business in the U.K., Netherlands, Germany, France, Spain and the Nordics, as well as keeping hold of the business in India and Thailand.

After the seven-month review, Interpublic Group of Cos.’ Initiative Media held on to its Unilever business in Colombia, Argentina and Russia, and picked up the business in Mexico; Omnicom Group’s Media Direction won the account in Poland.

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TV Ad Market: Less In 2013 Than 2006

iTVX Staff — Tue, 09 Feb 2010 15:04:28 +0000

The findings factor in the recent landmark decision by the Supreme Court, which gives corporations the freedom to advertise around political issues and candidates.

The report suggests that an upturn in local TV advertising thanks to improved auto advertising spending means total TV station revenues could be up 5% to 7% this year.

Although auto advertising is up by 50% in many markets, SNL Kagan says it is higher in comparison to severely depressed 2009 levels.

Improving retransmission revenue in future years for TV stations could be a negative for online local and national video platforms.

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Television Product Placement - Written Statement By Culture Secretary Ben Bradshaw

iTVX Staff — Tue, 09 Feb 2010 15:02:47 +0000

The Secretary of State for Culture, Media and Sport (Ben Bradshaw): I would like to set out the Government’s plans for product placement on television.

I announced on 9 November 2009 that the Government had decided to consult again on this issue, and we did so between that date and 8 January this year. We had approximately 1480 responses to this consultation. I am publishing these on my Department’s website today and we will make a summary report of them available shortly.

As a result of this consultation the Government has concluded that we will be able to allow television product placement in a way which will provide meaningful commercial benefits to commercial television companies and programme makers while taking account of the legitimate concerns that have been expressed.

We have therefore decided to legislate to allow UK television companies to include product placement in programmes which they make or commission to appear in their schedules.

Adherence to our current position in which UK TV programme-making cannot benefit at all from the income potentially to be generated by product placement would lead to continuing damage to its finances at a time when this crucial part of our creative industries needs all the support we can give it.

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Product Placement Ban On British TV To Be Lifted

iTVX Staff — Tue, 09 Feb 2010 15:02:02 +0000

PRODUCT placement will be allowed on British TV programmes under new legislation announced by the Government today.

It said that continuing to ban product placement would damage the finances of the British TV industry.

Alcohol, tobacco, and food and drinks which are high in fat, salt or sugar are among the products that will not be allowed.

Product placement will also be banned from TV news, current affairs, consumer and religious programming.

In a written statement, Culture, Media and Sport Secretary Ben Bradshaw said: “We have … decided to legislate to allow UK television companies to include product placement in programmes which they make or commission to appear in their schedules.

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Popular Demand: Products on TV

iTVX Staff — Tue, 09 Feb 2010 14:47:41 +0000

The most effective product placement on a television show last year was in the 10th episode of “celebrity Apprentice,” according to iTVX, a company that measures branding. The contestants on that show, including Clint Black, above, were asked to write a jingle for Chicken of the Sea brand tuna.

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Hyundai Marketing VP: Sonata’s Our Brand’s Core

iTVX Staff — Wed, 27 Jan 2010 19:56:22 +0000

Sonata is also the second beneficiary of Hyundai’s new vehicle-design philosophy, an effort to unify the portfolio under a stylish body design. Hyundai introduced the fluid, sleek look with the higher-end Genesis and Genesis Coupe in 2008 and 2009. Now, as then, the Super Bowl and the Oscars will be the big stages to show off the new car.

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New Campaign Metric: Social Chatter

iTVX Staff — Wed, 27 Jan 2010 17:03:54 +0000

The rising behavior of status updates on Twitter and Facebook is giving birth to a new way for advertisers to gauge the success of ads: whether they generate consumer buzz.

Ad measurement firm Millward Brown is moving to establish that metric with a new service that will place digital word-of-mouth measurements for online campaigns alongside ad effectiveness metrics like awareness, brand lift and intent to purchase.

Millward Brown has hooked up with buzz monitor firm Cymfony to analyze online sentiment expressed on social networks, blogs and message forums. The social media measurements include volume, sentiment and share of voice.

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Brands Reveal Music Strategies

iTVX Staff — Wed, 27 Jan 2010 17:01:38 +0000

Brands were the focus for several of the panels at the MIDEM music conference in Cannes, with executives from Converse, Nascar, Carhartt and PepsiCo revealing details of their music strategies.

Sonic branding agency Banshee Music, based in Wisconsin, has partnered songwriters and artists with sports clients such as Nascar and the Dallas Cowboys.

Artist and composer Edsel Dope said that he “believe[s] so much in the business model” that he has taken on a role at the company. “I’ve jumped in the deep end and I am now acting as executive producer as well as an artist on the roster,” he said, adding that the company works with 100 writers.

He added that it is about “capturing the essence of their [partner’s] sport or brand to the best of our ability,” stressing that full songs are created for the brands not jingles.

Banshee Music has released soundtracks “Party Up At The Downs” with the 2009 Kentucky Derby, and “Bristol Nights” on behalf of Nascar’s Bristol Motor Speedway.

Stephen Knill, president of Banshee Music, said the company previously worked with “unencumbered artists” but is now starting to work with acts affiliated to labels and artists. It also produces concerts for clients.

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Visa Puts Its Brand on Super Bowl Trays

iTVX Staff — Wed, 27 Jan 2010 17:00:49 +0000

There’s more than one way to leverage a brand during the Super Bowl aside from shelling out $2.8 million for a spot in the broadcast. Visa, an NFL sponsor, is attaching its logo to the stadium trays distributed at all concession stands in the Sun Life Stadium on Feb. 7, when the New Orleans Saints take on the Indianapolis Colts in Super Bowl LXIV in Miami.

It’s the fourth year Atlanta-based StadiumTray has made an appearance at the nation’s biggest sporting event.

Visa’s commemorative will hold up to four beverages surrounding a food area depicting the actual field.

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