Research: Brand Placements in Reality TV April 08, 2008 Are marketers taking advantage of the flexibility of genre?
By Dr Jenni Romaniuk and Craig Lock
Brand placements are the inclusion of branded products or brand identifiers through audio and/or visual means within mass media programming. In this compellign report, Dr Jenni Romaniuk, head of Brand Equity Research, and Craig Lock of the Ehrenberg-Bass Institute for Marketing Science examined over 1000 placements contained in 85 hours of programming on primetime television across eleven networks. Specifically, They looked to see if brand placements in Reality TV were different from those in other genres. Surprisingly, the results show that Reality TV placements are spectacularly average! The flexibility of the format has not resulted in marketers being more inventive or effective in how brands are placed.
Sales & Marketing Management Magazine
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