IN WHAT APPEARS TO BE a first attempt to position its new product placement valuation data as a tool for planning and positing the combined reach and frequency of branded entertainment and conventional TV advertising, Nielsen Media Research Wednesday released the findings of a study showing a high correlation between the two types of TV brand exposures. The top line finding touted by Nielsen was that more than half (57.5%) of viewers recognized a brand when viewing a product placement in combination with a commercial. That’s considerably higher than the 46.6% of viewers who recognized a brand when exposed only to a TV commercial for that brand.
The study, which was conducted in conjunction with 14 charter subscribers, including Magna Global, MediaCom, OMD, PHD, Zenith Media, and a variety of TV networks, was touted as the “largest of its kind,” spanning a nine-month period between October 2005 and June 2006. However, the study was not based on live TV viewing, but on the results of more than 10,000 people who screened programs containing commercials and product placements at a Nielsen testing facility in Las Vegas.