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Anarchy in the UK: Product Placement Study Shows Room for Growth, Hurdles

Posted by Abe Sauer on October 10, 2012 11:12 AM

In September, just a year and a half after the the British communications authority Ofcom allowed paid product placement in the nation's TV programs, the BBC 2 show The Great British Bake Off featured the logo of refrigerator brand Smeg dozens of times, sending viewers into a tizzy. As one complainant wrote, "The Smeg logo was so visible that I counted it 37 times before giving up." The BBC later admitted that rules were broken involving the Smeg placements.

The conversation involving the terms "British" and "product placement" is currently dominated by philosophical arguments concerning the upcoming James Bond film, Skyfall. But a new report from the UK's New Media Group (NME) brings more hard data and analystics to the topic. One of its findings: It's not just Smeg that's been testing the limits of the new rules.Continue reading...

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What Hinders UK Product Placement Growth: Rules, 'Free Prop'-aganda

Posted by Abe Sauer on February 29, 2012 11:01 AM

Product placement in the US has never been bigger. Meanwhile, in the UK, product placement is exploding… in 2013.

Since the UK authorities opened up the media market to product placement in February 2011, little action has been taken. A flood of product choking British screens, the very thing critics warned about, has not happened. In fact, nothing remotely close has occurred. Fewer than 20 paid placements have been arranged in the last year. But don't despair!Continue reading...

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Radio Suffers as Kids Consume Media on Phones

Posted by Sheila Shayon on November 2, 2011 12:07 PM

It’s no secret that how consumers spend their time on media varies with age, so it’s fascinating to look at two recent studies (US and UK) to get a bead on how the generational shift in media consumption is advancing.

According to the latest Generational Strategies study from Frank N. Magid Associates, during the 9-5 workday more consumers use Facebook than watch television. The sole exception is Boomers, who prefer TV to Facebook, although 26% of those surveyed use the social network during work hours.Continue reading...

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UK Product Placement Study Finds Lack of Education By Broadcasters

Posted by Abe Sauer on September 30, 2011 11:07 AM

A rather fascinating case study on product placement in the U.K. suggests that the recent relaxation of rules on the marketing practice may not be creating the free-for-all many critics feared.

NMG Product Placement, which has been measuring the practice since 1987, looked at the new Sky sitcom Trollied, which is set in a fictional Valco (hello Tesco!) supermarket — prime product placement territory. NMG found that, despite the producers' apparent efforts to secure paying placements, "no such deals were done, and in the event the entire set was dressed by free prop supply product placement."

So what does this suggest about "paid for" product placement's future on British TV?Continue reading...

brand news

In the News: Kraft, Sears, J. Crew & more

Posted by Dale Buss on August 4, 2011 09:00 AM

In the News

Accenture drives social business adoption through gamification.

Amazon battles U.S. states over taxes.

Bally expands to India.

Banco Popular expands rebranding to Popular Inc.

Canada sees online ad revenue exceed print for the first time.

Cargill recalls 36 million pounds of turkey products.

CNN finds host Piers Morgan coming under parliamentary pressure and accusations by Heather Mills over hacking.

Coca-Cola joins brands testing cloud-based in-text social advertising.

comScore acquires analytics firm AdXpose.

Dunkin' Donuts rolls out Keurig single-serve cups, with Starbucks to follow.Continue reading...

product placement

Nestlé and ITV Make History in UK

Posted by Sheila Shayon on February 28, 2011 05:00 PM

The above video is part of a consumer-awareness campaign introducing changes in the UK 2011 Broadcasting Code from media regulator Ofcom that went into effect today.

Nestlé’s Dolce Gusto coffee makes history as the first brand featured on a UK-produced television program in a paid product placement deal, valued at £100,000 and brokered by WPP media agency Mindshare, on ITV1's This Morning – this morning.Continue reading...

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UK Product Placement Logo, Rules Revealed

Posted by Shirley Brady on February 14, 2011 10:00 AM

The British media oversight authority, Ofcom, has revealed the logo and rules for the launch of product placement in UK television programming starting Feb. 28.

According to Ofcom, which regulates TV advertising in the UK, the logo — which can be used in either of the variations above — must:

• Appear for three seconds at the start and end of each program containing product placement, and immediately following each commercial break;

• Appear in one of the four corners of the screen;

• Not overlap or otherwise conflict with channel logos or in-program identity marks;

• Meet minimum-size requirements, which an Ofcom spokesman tells Brand Republic means it will be "roughly equivalent to the size of a channel logo."Continue reading...

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An Inside Look at the UK's New Product Placement Rules

Posted by Abe Sauer on January 25, 2011 12:30 PM

On Monday, February 28, audiences in the United Kingdom will begin to see legal product placement in TV and other programming. The allowance follows relaxed rules on the advertising practice by Ofcom, the UK's independent regulator and competition authority for the communications industries. 

If anyone had any doubt that product placement in the UK was about to get serious, it was erased late last year when the NMA Group announced that it would be entering the market there (via a partnership with Bellwood Media).

The Hollywood based NMA is a heavyweight of brand integration and product placement, representing major brands including Dunkin' Donuts, General Motors and Heineken. Its formal entry to the UK market anticipates what's expected to be a £100 million sector.

After the jump, a deeper look into the new rules and an interview with an agency about how things could shake out as Britain warily embraces product placement.Continue reading...

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