First scientific support for product placement in Germany

SevenOne AdFactory is action / viewers find no placements / advertising High acceptance and strong image effects

Since the beginning of April 2010, product placements have been permitted on German private television. ProSieben got things started and broadcast the first placement on April 10 as part of "Schlag den Raab". Since then, SevenOne AdFactory has implemented 20 product placement projects - including the integration of the Real and Siemens electrical appliances brands at "Deutschlands Meisterkoch". The research accompanying the SAT.1 show is now providing the first impact values ​​for product placement in the German market. The research department of SevenOne Media interviewed 350 people.

Viewers rate product placement positively

The hypermarket chain Real filled the pantry of budding chefs, from the participants concerned the ingredients for their recipes. Real-vans brought the food, as part of a task, the candidates also bought in a real supermarket. Researchers SevenOne Media could demonstrate a high acceptance of this product placements: 56 percent of respondents indicated that they have like product placements. Both the placed products of Real and the kitchen appliances and cooking stations from Siemens were perceived as authentic and even though they were clearly visible, they did not interfere. scored Especially with the fit of brand and format the Place- ment top values: 80 percent found Real as matching partners, 84 percent confirmed this statement at Siemens. Overall, product placement a very positive image profile.

Product placements are not perceived as advertising

The results of the accompanying research show that the viewers do not perceive the placements as advertising if they are integrated intelligently and logically: If only product placement was used, only six percent of those surveyed named Real - when asked which brands they advertised to could remember. When combined with sponsorship, unaided ad recall rose to 23 percent. The classic spot achieved by far the highest advertising recall at 44 percent. This shows that the product placements used were not clumsy and obtrusive, but rather discreet and well dosed.

Product placement strengthens brand awareness Although the placements were not perceived as advertising, the effectiveness values ​​are correct: the product placements increased Real's unaided brand awareness compared to the comparison group without advertising contact from 41 to 52 percent. If the placements were used together with sponsoring, this value even rose to 64 percent. This combination also proved to be particularly effective at Siemens: the unaided brand awareness rose from 44 to 66 percent compared to the benchmark group without advertising contact.

Product placement improves brand image

Not only the awareness, but also the image profile of Real benefited: Through the use of product placements, the Metro Group company was able to move up to 33% against the benchmark in categories such as "high-quality products", "wide range" or "healthy products". gain percentage points. These results were also enhanced by combining placements and sponsorships. Those surveyed also rated Siemens' image more positively in all aspects when placements and sponsoring were used together: For example, the values ​​for the attributes "high-quality technology" and "innovative company" increased by 17 percentage points.

Sabine Eckhardt, CEO of SevenOne AdFactory: "The accompanying research has shown that product placements are important in two respects: Not only is the rating by the viewers correct, but also the impact values. Product placement works best as a component of a networked campaign and forms with a sponsorship a powerful double."

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Source: Munich [ SevenOne AdFactory ]