UK brands experiment with product placement
As of the 28th of February 2011, product placement is permitted in UK television programming. The move is seen as essential by many, as an alternative revenue stream for broadcasters in an increasingly challenging media market. Some have suggested that product placement has the potential to be a £100m market.
The response so far has been mixed; some have proclaimed a decline in the integrity of British broadcasting, while others believe public opinion will not be favourable for brands with placement deals. For brand owners and broadcasters alike, Ofcom has laid out a rigid broadcasting code, calling into question the value of big-ticket placements.
Dolce Gusto kicked off proceedings with a reported £100,000 deal, for a three-month appearance on ITV's This Morning.
To understand the opportunities and challenges afforded by product placement, Pearlfinders spoke to broadcasters and brand owners, both with existing deals and those considering future placements. To view the content, click here or subscribe.