| Product Placement Buzz Report |
| 12.22.06 | |
We’ve released a new buzz report on product placement that was picked by The Hollywood Reporter. The main focus was on differing perceptions of product placement by platform. The report:
43 sites were researched with a focus on the top Film/Entertainment, Television, Gaming and Major Portal communities. Going back 3 months, 862 discussions directly related to consumer opinions about product placement were uncovered.
Surprisingly, 595 discussions reflected either acceptance or indifference to product placement, the remaining 267 discussions represented negative views. The majority of discussions centered on the use of product placement in film and television with only a small percentage of gamers discussing the topic. Overall, gamers were the most negative in tone to in-game product placement where the tactic is on the rise because they’ve had less time to become accustomed to the practice. However, the largest volume of negative discussion was focused on TV, which oddly enough is the one platform that consumers can get for free. The numbers breakdown as follows:
|
Positive |
Negative |
Total |
|
|
gaming |
46 |
11 |
57 |
|
tv |
194 |
135 |
329 |
|
movies |
355 |
121 |
476 |
|
595 |
267 |
862 |
Online consumers appear to be savvy when it comes to product placement and are willing to accept it if it does not detract from the entertainment experience. Employing subtlety and humor are more effective than blatantly plastering products everywhere.
Sites sampled included:
TV – (TV.com, TWOP)
http://forums.tv.com (TV.com)
Gaming – (Gamespot, TeamXbox)
Film/Entertainment – (IGN, IMDb)
Mainstream – (Google Groups, Delphi Forums)