As you settle in front of the TV have you ever paused to lament the fact that no one ever walks into The Vic and asks for a pint of Carling? Why’s it always the ‘usual’? And why do the cast of Hollyoaks never pop down to Topshop?
How much does this impact the realism of the storyline? Well apparently enough for the Government to decide that it’s time to abolish laws preventing product placement on UK television screens. Although the BBC remains exempt, as do children’s programmes, this is one of the biggest changes in our recent television history.
But does it work? The Government’s own research has found that less than a quarter of people have felt influenced to buy something after seeing it on a TV show. So why are advertisers so keen to get their products in our programmes?
When the cast of The Hills cruise in their Lexus and Porsches, the judges of American Idol carefully display Coca-Cola or Carrie splurges on yet more Choos – millions are watching. And it’s not just about getting in front of people. The subtle, or not so, power of association can be worth more than any cheque, and brands are clamouring to align themselves with the aspirational characters we love to watch.
As broadcasters wrestle with the ever-tightening grip of declining ad budgets product placement represents a fruitful source of revenue. Ad funded programming has sailed silently into our TV schedules and we’ve hardly even noticed. Plus more budget means more new commissions, so surely we’re onto a good thing?
A word of caution. Done wrong, product placement ruins the programming it’s supposed to enhance and alienates viewers. The rules are clear. For consumers it has to be relevant and fit the context of the programme. For brands it must align with their broader strategy and create a meaningful engagement with the audience.
