When IAG Research took a look at what the most effective way of offering product placement for television shows, they found that offering something to help the consumer was the key differentiator. Consumers were positive about brands that were placed that offered a clear benefit for them.
It does change some of the ways of looking at shows that may be critized or declining in viewers, but still offer a platform for marketers to successfully market through.
Donald Trump's "The Apprentice" is a case in point. IAG ranked the show in the number four position for top integrations of products embedded in a show with 7-
Eleven's ad placement. It was in the project where they competed to a new pizza sandwich. It ranked first for the year in shows that had no ads but only product integration; and fourth overall. This is in spite of some erosion in viewers and critics slamming the show.
Results are measured by the percentage of viewers that recalled the brand that was placed, and how it changed their opinon on the brand because of the placement in the show.
This is why, even though a show may even fail, like the reality show "Miracle Workers" did, audiences still remember the part that CVS Pharmacy (CVS) played in paying for the costs of medicine after surgery.
The conclusion for product placement by the research shows that marketers and consumers are happy with the results that product placement is providing when it's done with the consumer in mind.
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