43% more viewers recognize brands in "emotionally engaging" programs


Products placed within “emotionally engaging” TV programs are recognized on average by 43% more U.S. viewers, The Nielsen Company disclosed in the company’s most recent issue of Consumer Insight, an online news report that connects and integrates information across The Nielsen Company.

Nielsen asked the survey participants to rank their overall program enjoyment for specific programming on a scale of 0-10, with a 7-10 score being termed ‘highly enjoyable.’

Nielsen found that brand recognition increased 29% for product placements during highly enjoyable programs, 21% for commercial spots and 5% for the combination of a product placement and commercial spot for that brand.

Positive brand feelings increased by 85% for product placements, 75% for commercial spots and 68% for combined campaigns when the program was highly enjoyable.

Purchase interest increased 145% for product placements, 120% for commercial spots and 97% when the exposure consisted of both a placement and commercial for highly enjoyable programs.

Product Placements during lifestyle programs typically get a 59% boost in brand recognition when the program is highly enjoyable.

Nielsen found that a commercial spot receives a 28% boost in brand recognition during reality programs when the program is highly enjoyable compared to a 10% boost during sitcoms.

Brands featured as a placement on dramas are recognized 30% of the time, but dramas that connect emotionally with their audience see their average brand recognition rate climb to 39%, a level that approaches that of an average lifestyle or reality show.

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Carl has been with RBR-TVBR since 1997 and is currently Managing Director/Senior Editor. Residing in Northern Virginia, he covers the business of broadcasting, advertising, programming, new media and engineering. He’s also done a great deal of interviews for the company and handles our ever-growing stable of bylined columnists.