This was an exciting week in the world of UK marketing and product placement. We at Newman Partnership, Ltd. do not specialize in product placement, but anyone who has read these blogs are aware of my passion about product placement. And this was a big week for it. Product placement is now allowed on TV in the UK.
On July 2nd, 2010 Ofcom, the independent regulator and competition authority
for the UK communications industries, proposed rules to allow for product placement in British Television. If you are interested these rules then you can read more about it at the Broadcasting Code rules for commercial references.
What does that mean?
And the first product to find its way onto British TV is the Nescafé® Dolce Gusto®, and it appeared on ITV’s “This Morning” show. We have inserted the link to the article featured on the Daily Telegraph’s article to watch the actual scene. We would have just taken it from their website, but we don’t get ourselves in trouble, and their embedment system is a real stinker.
Why is this so exciting?
Because it is the first of many more to come, and it is exciting for any agency that does specialize in product placement. And since product placement has been popular in the United States since the 1980’s that means a wonderful wealth of knowledge and expertise that agencies can now add to their pitching for UK clients. Also, it means that there will be more money for British TV programmes, which means more talent will hopefully stay in the UK and not leave the country to pursue more lucrative careers in other countries. And product placement will help to offset the huge amount of declines reported in advertising sales.
But don’t expect that this form of advertising will be screaming out at you like it does when Shawn opens his Apple or Gus uses his Dell on USA’s Psych. It is more likely to be subtle usage for the foreseeable future. As Darryl Collis, director of Seesaw Media, suggested in his interview with Sky News.
With regards to what it cost s ’Dolce Gusto® for three-months on “This Morning”:
Nestlé reportedly paid a £100,000 fee for the deal with ITV to be featured in a prominent location in the kitchen background. And with the ability to attract audiences of up-to 1.6 million, that seems like a pretty good deal. Others are already jumping on the wagon including; Sky News.
- Product Placement arrives (ecocomo.wordpress.com)
- Nestle Breaks First Product-Placement TV Buy in U.K. (adage.com)
- 10 O’Clock Live – product placement and the iPad (breathenetwork.org)
- TV product placement makes a typically English debut (telegraph.co.uk)
- ITV partners with Nestle to roll out first product placement (thenextweb.com)
- Taking the P (notreallyworking.wordpress.com)