LA Times: ‘X Factor,’ ‘Idol,’ ‘Biggest Loser’ lead in product placement

As written by T.L. Stanley in ’X Factor,’ ‘Idol,’ ‘Biggest Loser’ lead in product placement

Reality shows like “The X Factor,” “American Idol” and “The Biggest Loser” may lead the way in product placement on television in terms of dollars, but, according to a study, scripted shows generate far more memorable moments.  The finding is part of an annual study from Nielsen, a research firm that tracks brands that pop up, either paid or unpaid, in TV shows, and rates the impression of those on-air mentions and placements on the audience. Red Bull in “Suburgatory” was second in viewer recall only to Sheldon on CBS’ hit “The Big Bang Theory” using Purell after handling a live snake.

Though it may seem like there’s been a proliferation of product placement on TV already, there’s more coming in the future, said Jeff Greenfield, chief operating officer of C3 Metrics, an advertising measurement company.

The reason? There are more and better tools in the works that will help marketers track just how influential those placements are, giving them a precise return on investment for paid placements.

Plus, an integration has a much longer life span than a traditional ad.

“If your brand is in the content of the show itself, it’ll always be there, whether someone watches it when it airs on prime time TV or in syndication or their DVR or on DVD,” Greenfield said.

Read then entire article at the LA Times