Nielsen: Product Placements Succeed in ‘Emotionally Engaging’ Shows

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Products placed within “emotionally engaging” TV programs are recognized on average by 43% more viewers, Nielsen reported Monday.

The new findings are based on a survey of about 10,000 individuals, 200 consumer brands and 50 TV programs. Participants were asked a variety of questions in terms of their engagement with specific programming, including their overall program enjoyment. Additional engagement questions included entertainment value, believability, information value and emotional resonance.

Nielsen asked the survey participants to rank their overall program enjoyment for specific programming on a scale of zero to10, with a 7-to-10 score being termed “highly enjoyable.”

The company found that:

* Brand recognition increased 29% for product placements during highly enjoyable programs, 21% for commercial spots and 5% for the combination of a product placement and commercial spot for that brand.

* Positive brand feelings increased by 85% for product placements, 75% for commercial spots and 68% for combined campaigns when the program was highly enjoyable.

* Purchase interest increased 145% for product placements, 120% for commercial spots and 97% when the exposure consisted of both a placement and commercial for highly enjoyable programs.

* Product Placements during lifestyle programs typically get a 59% boost in brand recognition when the program is highly enjoyable.

* Nielsen found that a commercial spot receives a 28% boost in brand recognition during reality programs when the program is highly enjoyable compared to a 10% boost during sitcoms.

* Brands featured as a placement on dramas are recognized 30% of the time, but dramas that connect emotionally with their audience see their average brand recognition rate climb to 39%, a level that approaches that of an average lifestyle or reality show.

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