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TNS Launches Product Placement Tracker
TNS hopes to become the Nielsen of product placement, launching a measurement service called the Branded Entertainment Reporting Service, according to AdAge. The service puts together a database that allows for perusing against product categories or individual brands to see both where they are advertising on measured media, as well as where they get mentioned or shown within programming. The product does not know which mentions are paid and which are “earned.”
Nielsen already measures product mentions on the six TV networks with its Nielsen Product Placement Service’s PlaceViews database, launched in 2003. Nielsen’s service also incorporates ratings data to determine how many people saw the placement.
IAG Research also provides a product placement measurement service. Its In-Program Performance service doesn’t just catalog product mentions, but actually measures viewer responses to account for changes in viewer recall, message understanding, product likeability and whether or not the product placement seems forced, or if it fits seamlessly.