Adjab reported nicely on this MediaPost piece, which in turn cites a FIND/SVP (huh?) research report that attempts to debunk some mystery around branded entertainment/product placement.
It concludes that the lowly 30-second spot (52%) beats product placement (23%) by a margin of over 2:1 when it comes to influencing a potential product purchase. The study incorrectly concludes that this means the 30-second spot isn't going away anytime soon, whereas myself (see post title) would rather interpret this prescriptive advice as going from the frying pan into the fire.
The study continues to drive a few more nails into Madison + Vine by concluding that:
1) Consumers are more likely to accept product placement in scripted versus reality shows - sorry, that ship sailed a loooong time ago
2) With reference to Oprah's uber car giveaway, only 44% (of the 36% sample who remembered seeing the episode) recalled the car she gave away. Worse still, the recall rate was higher amongst men (51%) versus women (40%) - now there's a reason to give away a Grand Prix Media Lion if ever I saw one...
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