Product Placement within ITV programming

As the DCMS announced their intention to review the Product Placement regulations in the UK, ITV decided to embark upon a year long programme of supplier discussions & research. As February 28th 2011 dawned, the date when Product Placements were allowed on screen for the first time, we were able to showcase the editorial opportunities available to advertisers and provide evidence as to the potential impact it may have on their brands.

The research programme was designed to understand not only brand impact, but also the impact for the viewer on their enjoyment of the show, and the impact for ITV on introducing a new and potentially controversial advertising format to its screens.

As a result ITV were the first broadcaster to show a live placement on screen, the Nescafe Dolce Gusto coffee machine appearing in the kitchen sections of This Morning.

The findings were used in the regulatory process & have been presented extensively across the industry.  This presentation highlights the main results from the research as well as details of how we will measure & monitor product placement going forward.

The research piece which you can download on the right hand side under Nickable Stuff has also been Association of Online Publishers Best Research 2011 award.