The musichall diva

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(No Transcript)
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The music-hall diva
and the government regulator

• A cautionary tale of product placement
• MEC MediaLab Nov 2006

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Oh! Mr Porter, what should I do? I want to go to
Birmingham And theyre taking me onto Crewe
Marie Lloyd (1870-1922)
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"Nobody, unless they are in the advertising
industry, watches a Bond film and goes out and
buys an Aston Martin" Stephen Carter, Chief
Executive, Ofcom, March 2005
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Product placement

• the inclusion of, or reference to, a product or
  service within a programme in return for payment
  or other valuable consideration

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not bothered
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But brands inside content remain
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Broadcasters view
David Charlesworth, Head of Sponsorship Channel
4 Its about providing another string to our
bow. It could widen our commercial offering
Mediaweek 14th Feb 06
Gary Knight, Brand Partnerships Director
ITV weve got to find new, modern ways of
offering advertisers inventory. But if we turn
the viewer off the viewer will spot it, theyll
walk away from us and thats the biggest
risk Mediaweek 14th Feb 06
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Our objectives

• Assess the effect of product placement on viewer
  enjoyment
• Assess the potential brand communications benefit
  of product placement in terms of awareness, brand
  image and purchase intent

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2 stage methodology
Qualitative
Quantitative
Focus group discussions on product placement in
principle plus specific examples of product
placement now and how it might evolve.
Controlled test of enjoyment, recall and brand
attributes. Four matched samples each viewing a
different version of the same programme each
version having different levels of brand
exposure.
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Qualitative findings

• Initially dubious about it
• Concern that it would be too pushy,
• Worried about the number of brands appearing in
  one programme
• It would be acceptable as long as it was about
  seeing brands in programmes and not a programme
  about brands
• Concern that you wouldnt have the choice to
  avoid advertising
• You see adverts so much.. When the adverts come
  on its your choice to watch but it would get to
  the point where the adverts would be in the
  programme so you havent got a choice

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Qualitative findings

• But they also saw the positive aspects about it
• It could add realism to programmes and characters
• Asking for a pint of lager in a pub isnt real
  life, it would be better if they asked for a pint
  of Carling
• Association of brands with characters helps build
  characters
• You expect to see Dot in Eastenders lighting up
  a Benson Hedges

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• This would be a step too far.

This is ok.
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• This would be a step too far.

This is ok.
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• This would be a step too far.

This is ok.
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Quantitative - background

• MEC and Mindshare Toronto worked with CTV to
  conduct a product placement study in 2005
• Four versions of one television programme
• Four brands were given a different level of
  exposure in each version
• Control
• Ad only
• Ad followed by placement
• Ad followed by integration
• Brands covered FMCG, Durables, Financial and
  Retail
• 3 out of 4 brands were global
• Respondents viewed one version of the programme
  on a premise of programme format research
• MEC UK used the Canadian stimulus material in
  March 2006

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Quantitative project

• Our terminology for this project
• Product placement
• Identifiable appearance of a branded product in a
  programme
• Product integration
• Identifiable appearance of branded content in a
  programme with product mention and or use of the
  product in a programme

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Quantitative the programme
Segment A
Segment C
Segment B
Segment D
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Programme Format
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Example of the different exposures
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Quantitative findings

• Programme enjoyment
• Brand effect
• Purchasing
• Recall
• Brand attributes and predisposition
• Attitudes to product placement

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What people think they think enjoyment
Majority claim product placement would make no
difference to their programme enjoyment
Integration would have a more negative effect on
enjoyment

Q If this type of product placement was used in
your favourite programmes what effect do you
think this would have on your enjoyment
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How viewers actually respondPlacement doesnt
hinder enjoyment
Integration doesnt detract from enjoyment as
much as viewers claimed it would
Placement slightly enhanced programme enjoyment

Average scores across 4 programme segments
Q Can you indicate how much you enjoyed the
following ..?
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What people think they think propensity to
purchase
-

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3
43
45
Q What impact do you think product placement or
integration would have on your future purchasing
decisions?
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How viewers respond spontaneous brand recall
46
50
43
45
37
40
16
24
35
30

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20
15
9
10
5
0
no exposure
30 sec ad
placement
integration
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Spontaneous brand recall
Placement Integration worked particularly well
for an unknown brand in the UK

Q Did you notice any brands within the programme
and adverts you have just seen?
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Spontaneous brand recall 3 UK brands
60
48
45
50
43
12
5
40

30
20
7
10
0
no exposure
30 sec ad
placement
integration
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Effect on Brand Attitudes
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Placement has the greatest influence on brand
attitude
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How viewers respond brand attitudes
186
164
152
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8
100
Index
Average index across 4 brands
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So the point is

• Viewers are sensitive to overt commercialisation
• but brands in content can
• Build awareness
• Enhance brand attributes
• At best tangibly enhance enjoyment

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be bothered
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Back to our diva
A little of what you fancy does you good