Virtual Media Resources has launched a product placement research service to help advertisers measure the effectiveness of placements in comparison to traditional advertising.
The Brand AirTime Product Placement Research Services will offer scientifically based research studies to determine the value of placements with help from a consortium of advertising agencies, television networks and advertisers, the Natick, MA-based company said. Initial results are expected to be available at the end of the year.
“The real money will start flowing into this market when buyers understand how placements work with traditional advertising vehicles and when placement products are developed based on solid research,” Craig Ross, partner at VMR, said in a statement.
The services also include prime-time tracking of placement occurrences on broadcast networks. Some statistics on product placements on television in 2003, from Brand AirTime Research Services:
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Situation comedies lead all other program categories in delivering product placements. King of Queens and Yes, Dear had the greatest number of product placements.
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Food, automotive, beverages and media were brand categories with the greatest number of placements.
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While automotive placements were more frequent, food and beverage placements were longer in duration, generating more airtime exposure.
The top 10 placement brands were:
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Ford
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Hummer H2
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BMW
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Coors Light
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Poland Spring Bottled Water
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Coca-Cola
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Sun-maid Raisins
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Vespa
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Equal
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Budweiser
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