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More than half of television viewers (57.7 percent) recognized a brand when viewing a product placement in combination with a commercial, while only 46.6 percent of viewers recognized a brand when exposed only to a commercial for the brand.
That finding is according to a new study from Nielsen Media Research that was conducted in conjunction with 14 charter subscribers of a new product placement valuation tool, writes MediaPost. The study found that, while product placements in conjunction with commercials raised awareness of a brand, the combination did little to influence viewers to buy a product.
The study was conducted with Magna Global, MediaCom, OMD, PHD, Zenith Media and a variety of TV networks. It spanned a nine-month period, from Oct. 2005 to June 2006.
The study was based on more than 10,000 people who screened programs which contained commercials and product placements, not live but at a Nielsen testing facility in Las Vegas.
Nielsen appears to be in a race with two other researchers, ITVX and IAG. Both groups also evaluate the effectiveness of product placements in TV shows
The relationship between the two forms of exposures is an important one, considering the fact that advertisers are increasing their spend on product placement, and the tactic is garnering a bigger percent of total brand exposures on TV, according to the article.
An analysis of brand appearances on network prime-time TV in the fourth quarter of last year, released last spring by TNS Media Intelligence, showed that nearly 11 percent of all programming minutes include a brand reference, with some shows having more minutes of product placement than TV commercial time.
At that time, branded references represented 20 percent of all brand mentions on network prime-time television, with the average show containing four minutes 25 seconds of product placement and 17 minutes and 35 seconds of local and national TV commercials.
Nielsen’s analysis of product placements was a little lower - about 15 percent of total brand mentions (both product placements and commercials).
No analysis can show whether product placements are paid for or occur organically within a show.
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