UK Product Placement – The results of the first ever research study indicates that exposure values can be doubled by overseas broadcasts

By combining three major databases Pinewood Studios based NMG Product Placement, Essential Television Statistics and Madigan Cluff have been able to take a look at the additional value created for advertisers with international brands placed into UK programmes. Taking a sample of recent placements in UK dramas this unique process shows that advertisers frequently achieve as much value from the overseas export versions of the programme as they have received from the original UK transmission.

Many UK TV programmes are extensively exported. When TV programmes are exported sponsorship rights and the content of advertising breaks may change. However, brands embedded in the programme will remain and be seen whenever, and wherever, the show plays.

For international brands placed in UK drama this can effectively double the communication value of the placement

This unique process combines NMG’s Tracker™ database detailing which brands have appeared in specified episodes of programmes, with ETS’s database which tracks when these episodes are played in more than 40 countries worldwide, together with Madigan Cluff’s database which values each overseas transmission.

John Barnard – Chairman of NMG said: “Since 1987 NMG has evaluated UK product placement brand exposure to provide clear client accountability. We are proud to be part of this first ever study of overseas product placement export values. NMG represents many major global brands and as the branded content market becomes more fluid it is vital to understand the results of our work on this broader basis. This study, and the potential to extend measurement to overseas markets, creates a new service which allows advertisers to see the complete return which their commitment to placement receives”

Jonathan Bailey – Managing Director of ETS, said: “We have been extending our tracking of exported programmes to cover new countries and channels, as well as increasing the time we spend identifying the particular seasons and episodes of series. This has benefitted our core client base of rights owners and collection societies and it is interesting to see how this can also aid tracking where brands impact consumers.”

“We continue to believe that product placement in programmes is one of the worlds best kept value secrets for advertisers. Raising the profile of placement has to mean allowing advertisers to have accountability and see the full impact of their investment – not just in the home market but also as the programme and everything it contains gets viewed around the world. This service will allow advertisers to track activity with precision” said Michael Cluff, Partner at Madigan Cluff

For more information please contact:

NMG Product Placement: Sarah Curran, Business Development Director, 01753 655866 or sarah.curran@newmediagroup.co.uk

John Barnard, Chairman: john.barnard@newmediagroup.co.uk

Essential Television Statistics: Jonathan Bailey, Managing Director, 01753 630990 or jonathan@etstv.com