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Product Placement Booming, Will Slow Slightly

Product placement grew worldwide at 37 percent in 2006, but the pace of growth is expected to slow somewhat next year, says PQ Media in a new edition of its annual survey.

Non-paid product placement - which includes barter and other value-add deals - will cool, as well, writes MediaPost.

TV represents the largest portion of product placement, at 75 percent of total spend. It is expected to grow just under 34 percent in 2007, while product placement in movies - less than half the spend of TV - is expected to grow at just over 20 percent for the year.

Video games and the internet, which represent just 2 percent of the business, is expected to show growth exceeding 30 percent.

The U.S. is the top country for product placement, followed by Brazil, Mexico, Australia and Japan. China will likely be the fastest growing country for product placement, with a projected growth of 34.5 percent.