Product placement makes Dolce Gusto top brand on screen time
Nestle's Dolce Gusto's 'This Morning' paid-for product placement received more screen time than other brands that got conventional prop placement during selected UK programming in May, according to research.
This Morning: ITV1 programme featured Dolce Gusto's paid-for product placement
During 80 hours of popular UK-originated soap, drama and reality programming shown between 23 April and 23 May, Dolce Gusto was on screen for 295 seconds – the time equivalent of almost 10, 30-second ads.
Wrigley's Gum was on screen for 270 seconds, with unpaid prop placement appearances in 'EastEnders' mainly, as well as 'Shameless', 'Hollyoaks' and 'Law & Order'.
The research was carried out by NMG Product Placement, which arranges prop placement and records and evaluates more than 6,000 brand appearances from 1,135 programmes, on more than 20 TV channels.
NMG arranged prop placements for many of the brands ranked in the top 20 by screen time, including Wrigley and Blackberry Bold, which had 148 seconds.
BlackBerry's time included a 25-second appearance on 'The Apprentice', as well as time on ITV soap 'Emmerdale' and BBC's 'Waking the Dead' and 'Waterloo Road'.
Nokia and Apple also placed in the top 20, while several alcohol brands – including Bulmer's, Foster's and Bombardier – appear thanks to exposure in the major soaps and 'Two Pints of Lager'.
The data does not measure the prominence of the products or brands during the screen time, or how big the watching audience was.
Some brands in the top 20 appeared via prop-placement deals and some by serendipity – Dolce Gusto was the only one to have agreed a paid-placement deal.
The estimated £100,000 deal was agreed in February between Nestlé, its media agency Mindshare, and ITV, and made history as the first paid-product placement deal on a UK-produced television programme, following the relaxation of regulations.
|Top 20 brands appearing in product placement|
|Dolce Gusto||295||ITV's This Morning paid for|
|Wrigley's Gum||270||Predominantly EastEnders, also Shameless, Hollyoaks, Law & Order|
|BlackBerry Bold||148||25 second feature on The Apprentice also Case Sensitive, Waking the Dead, Vera, Waterloo Road, Emmerdale|
|Bulmer's Cider||131||Predominantly Emmerdale, Coronation Street, Shameless and BBC 1's Exile|
|Fosters||114||Predominantly Emmerdale also BBC 1's Exile|
|Gordon's Gin||113||Predominantly Emmerdale, Two pints of lager, Hollyoaks also BBC 1's Exile|
|Kleenex Tissues||92||Predominantly Eastenders, Waterloo Road, Coronation Street, Vera"|
|Bombardier||89||Predominantly in Two pints of Lager|
|Love me Naked||84||Hollyoaks salon and Two Pints of Lager|
|Carlsberg||84||Vera, Emmerdale, Casualty, Coronation Street and Two Pints of Lager"|
|Chrysler Voyager||81||BBC1 The Apprentice|
|iPhone||80||BBC1 The Apprentice, Emmerdale, Exile, Case Sensitive, Holby City|
|Fairy Liquid||79||BBC1 Life Of Riley, Waterloo Road, Hollyoaks, EastEnders, Coronation Street, Casualty|
|Royal Mail||77||Masood Ahmed, postman, EastEnders|
|Nokia Mobile||76||EastEnders, Coronation Street, Vera, Waterloo Road ,Doctor Who|
|National Lottery||73||EastEnders, Coronation Street, Hollyoaks, Emmerdale, Law & Order, Waking the Dead"|
|Neal Voice Recorders||73||Vera, Hollyoaks, Doctors, Lewis,|
|Dr Pepper||73||EastEnders, Lewis|
|Kronenbourg||72||Two Pints Of Lager|
|Adidas Clothes||71||Two Pints Of Lager, EastEnders Hollyoaks, Coronation Street, Lewis|
This article was first published on mediaweek.co.uk
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