Presentation Transcript

1. ITV Commercial Research Presentation 1.014.01.2013 Product PlacementHistory and Impact on UK TV Audiences
2. UK Product PlacementBrief History & Regulation
3. Product Placement in the UK Marketplace Until Feb 28th 2011, regulation had banned the inclusion of, or reference to, a product or service within a programme in return for payment. References were allowed "where their inclusion within the programme was justified editorially“ Goods could also appear if they are obtained from a company for free or at a reduced rate to lower the cost of production and justified editorially (aka “Prop Placement”)
4. Product Placement in the UK Marketplace From 28 February 2011, paid-for references for products and services have been permitted in programmes. However, the new regulations include: restrictions on the types of products that can be placed some restrictions on the types of programmes in which products can be placed limits on the way in which products can be seen and referred to in programmes (editorial justification test) PP logo requirement (at start & end of programmes, also at the end of commercial breaks)
5. Broadcasting Code Summary for Product Placement (Post Deregulation)
6. Post Deregulation, ITV had the 1st paid for Product Placement on TV in the UK. Nestle made marketing history on 28th February 2011 when it became the 1st brand to appear in a UK made programming on a paid-for basis Brand: Nescafe Dolce Gusto “Pod”Coffee Machine Programme: This Morning Placed in: kitchen/cooking section @ 11:30 – 12:00am daily Viewed on ITV1 and also ITV Player
7. ..this was followed by ITV’s 1st peak time placement deal with Nationwide ATM in Coronation Street. Brand: Nationwide ATM Programme: Coronation Street Placed in: Dev’s Shop 1st TX: 19TH November 2011 Viewed on ITV1 and also ITV Player
8. Product Placements are becoming the norm on ITV since deregulation.. B&Q (This Morning Kitchen) DFS Sofas (This Morning) Samsung (X Factor) Highland Spring (Dancing On Ice) Nescafe Dolce Gusto (This Morning Kitchen) Nationwide (Coronation Street) Welcome To Yorkshire (Emmerdale) Concept 2 Rowers (Britain’s Biggest Loser)
9. Measuring the impact of Product Placement (PP) @ ITV ITV has an on-going research programme to understand and measure the impact of PP, both before and since deregulation - it has 3 main objectives, which are to understand: The Viewer Experience Programming and Editorial Implications Commercial Impact This research programme covers both qualitative and quantitative techniques including eye-tracking, focus groups, omnibus and adhoc surveys.
10. Product Placement Insights from PP Research (Coronation Street)
11. PP added to programmes, has little or no detrimental effect on viewers actual enjoyment…… In a PP research study on Coronation St using post production digital placements 91% viewers stated that seeing the brands within the programme made no difference to their enjoyment of the show 7% claimed more enjoyable ! Source: ITV/Nielsen Quant Study (Main – 6 brands / 3 episodes) Dec 2009 (n=1600 Coronation St Viewers)
12. In fact, relevant PP can add depth and reality to a programme… “I think seeing brands in TV programmes is more realistic than having no brands” Strongly Agree 93% of eye-tracker respondents agreed that it is more realistic to see brands Strongly Disagree Notes: Eye-tracker sample (n=60),, Eps: 4th Dec: 2 brands, 7th Dec : 2 brands Source: ITV/KAE Marketing Dec 2009
13. Product placements are seen as natural additions to programme content reflecting real life: Because they are part of everyday life you don’t spot it Leeds, 25-44 I think it can add to the reality of the programme Female, 55+, Ep2 It is totally reasonable to see product placement on soap operas - it is meant to reflect real life and products are part of real life - it just looks stupid when you see fake made up items Female, 18-34, Ep2 It’s up to date, you do see these things in real life London, 45-65 They’ve got a shop and pub and fish and chip so it’s fine – it makes it more real life by adding to these scenarios Leeds, 25-44 Source: ITV/KAE Marketing Dec 2009 Notes: Focus Groups 4 x 1.5 hrs (n=32) pre-tasked with viewing diary
14. PP does have obvious and clearly defined limits for the viewers and must ….. I think if it is done in a subtle way which does not spoil the programme then I have no objection to it Male, 55+ , Ep2 not detract or interruptviewing experience fit the storyline– right time, place, product and programme I am happy for product placements to be used as long as they fit into the storyline Female, 35-54, Ep2 84% eyetracker respondents agreed that: Product placement should not affect the storyline I don’t mind products being shown if they fit with the story Notes: Eye-tracker sample (n=60),, Eps: 4th Dec: 2 brands, 7th Dec : 2 brands Notes: Focus Groups 4 x 1.5 hrs (n=32) pre-tasked with viewing diary Source: ITV/KAE Marketing Dec 2009
15. When considering longer term PP, consistency of brands across episodes is important… Right number of repetitions Right time and right place The Special K has to be out at the right time of day…itcouldn’t be out at tea time Leeds, 25-44 How long will it stay William Hill? You would need some kind of consistency Leeds, 25-44 I noticed it had William Hill when its actually Barlow’s which is an independent London, 25-44 It wouldn’t be realistic if the cereal someone was using changed every week London, 45-65 You wouldn’t expect Roy and Hayley to drink Ribena Leeds, 25-44 The bus stop one works well because that changes quite a lot Leeds, 25-44 [Claire]’s really tidy though so I don’t know why she would leave it out Leeds, 25-44 Notes: Focus Groups 4 x 1.5 hrs (n=32) pre-tasked with viewing diary
16. Viewers exposed to PP showed significant increases in general spontaneous brand awareness….. Coronation St Viewers Significant difference at 95% confidence limit Source: ITV/Nielsen Quant Study (Main – 6 brands / 3 episodes) Dec 2009 (n=1600 Coronation St Viewers) control n= 643, exposed n = 957
17. PP’s are consciously remembered by viewers…. Coronation St Viewers Significant difference at 95% confidence limit Source: ITV/Nielsen Quant Study (Main – 6 brands / 3 episodes) Dec 2009 (n=1600 Coronation St Viewers) control n= 643, exposed n = 957
18. ….with positive outcomes for brands Coronation St Viewers Significant difference at 95% confidence limit Notes: Opinion: Greatly/Somewhat improved; Interest in Purchasing: Strongly/Somewhat increased @ 80% claimed no change in opinion or influence in purchase intent Source: ITV/Nielsen Quant Study (Main – 6 brands / 3 episodes) Dec 2009 (n=1600 Coronation St Viewers) control n= 643, exposed n = 957
19. Coronation Street PP Study provided ITV with key insights on.. Editorial Implications Viewers Commercial Benefits Unprompted spontaneous awareness was significantly higher for PP’s in episodes. Specific PP’s are consciously remembered with 30% average prompted recall rising to 62% when shown an image of placement. Opinion of product was raised amongst 15% of viewers 16% of viewers claimed a raised interest in buying product Relevant PP does not detract from or interrupt the viewing experience It can add depth and reality (when done well) to a programme A majority (91%) of viewers to treated episodes, agreed that seeing the placements made no difference to their enjoyment of the programme Viewers enjoy PP’s, with the lack of disruption to the viewing experience being an important quality Relevant PP does not detract from or interrupt the viewing experiencePP must always fit the storyline – right time, place, product andprogramme. PP’s are seen as “natural additions” to programmes The consistency of PP across episodes is important, frequent product changes (eg: cereals) will be noticed, but outdoor advertising placements could be changed. PP opportunities are often limited