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.

The fact remains: bad news sells.

So as we see the first tentative green shoots of economic recovery, the question should be posed, can we talk ourselves out of this mess, just like we were talked into it?

In very simple terms, convincing the public that things are on the up can only stand to increase their overall confidence, and with any luck begin to encourage them to start spending.  Thus, the more people spend, the greater the demand for products and services, and the more profitable businesses and manufacturers will become. 

Sounds like a job for PR if you ask me.