Nielsen Study to Gauge Placements


Nielsen Media Research and Nielsen Entertainment are conducting a research study that will assess the factors that affect the effectiveness of product placements, officials said Thursday.

Nielsen claims that while there have been tracking and evaluation services for brand integration, so far no one has tried to provide insight on “the contributing factors of behaviorial response on empirical findings.”

The study’s initial participants will include CBS, UPN, The Weather Channel, Discovery Communications Inc., Magna Global, MediaCom, OMD, PHD, Sprint and Zenith Optimedia.

Nielsen has been tracking the physical characteristics of product placement since the start of the 2003-2004 broadcast season. The objective of the new study is to look beyond the on-screen appearances and determine how the context of a placement’s execution can affect consumer response.

The study will analyze the relationship viewers have with a specific program, as well as their familiarity with the brand and product category featured as related to the effectiveness of the placements.

“Product placement has gained significant attention and investment in recent years,” Dave Harkness, senior vice president of strategy and alliances for the VNU Media Measurement and Information group, said in a statement. “This research study continues with Nielsen’s commitment to provide our clients with quality information to make more effective business and marketing decisions.”