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BizReport : : October 12, 2015

Nielsen reveals drop in product placement TV integration

According to recent Nielsen data, marketers have been using more advertising channels and options but product placement is not one of them.

by Helen Leggatt

Nielsen's figures show that product placement is down 45% this fall television season and it's not a new phenomenon. Last year, product placement was down 3% from the previous fall season and 20% down from the one before that.

A possible reason for the decline in marketers using product place is that there are more options to choose from such as social and online video. Product placement can also be costly marketing activity.

Nonetheless, Nielsen says marketers can still drive success and brand awareness using branded entertainment deals with standard TV ads. According to Chad Dreas, MD of media analytics at Nielsen, "while there has been a decrease in both brands and occurrences in regards to branded integrations, it is still a great opportunity for marketers looking to increase their advertising impact".

That impact is most evident among younger viewers, particularly Millennials, who brand memorability for ads increased 16% this season. Furthermore, men were found to respond more strongly to in-program product placements paired with ads with a 26% rise in brand recall compared to just 9% for women.

Image via Shutterstock

Tags: brand marketing, product placement, television

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