There was an interesting article in last weekend’s Sunday Times written by an academic who was clearly extremely upset by the penchant for the producers of South Africa’s TV soapies to write commercial products and services into scripts in an effort to boost revenue.
Apparently, if you mine down into social media, there are a growing number of viewers who are increasingly irritated by the blatant product promotion inserted into the middle of the soapie’s drama.
And if the producers of these programmes don’t wise up fast, not only will this negative reaction from viewers start increasing dramatically but more and more actors will refuse to get involved in such crass promotion.
There has already been at least one case of an actor demanding a piece of the action in terms of the extra revenue earned from product placement.
All of this is highly regrettable because it would be a disaster if branded television and product placement suffered any sort of negative reaction.
They are perfectly legitimate and clever ways of being able to promote products other than through regular commercial breaks, which are proving to be less and less effective simply because, other than the lower LSMs, nobody watches them anymore – 80% in the USA and 72% in Europe and probably more than 50% among upper LSM’s in South Africa avoid ad breaks.
What is happening right now is that soapie producers who are getting flak from academics and viewers are simply getting it wrong.
The whole purpose and power of product placement is that it should be subtle enough that viewers don’t realise it is actually advertising they are seeing.
This is no simple task and requires a lot of thought and creative genius to make sure that it is powerful enough to seen and remembered, but not blatant enough to be considered a cheap advertising ploy.
It is quite clear to me that in their haste to take advantage of this product placement and branded television lifeline, programme producers have allowed things to get out of hand.
Not nearly enough thought is going into how product placement is being implemented and unless something is done very smartly marketers will begin to lose interest in what has always been a really great idea.
In my own business, I advise clients on more than half a billion rand’s worth of ad spend and I have to say I am getting really cynical about the return on investment television is offering through normal commercial breaks. Product placement is a great option and I would hate to see it looking death in the face.
Follow Chris Moerdyk on Twitter @chrismoerdyk
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4 Comments
Michelle Jacobs
Hi Chris, clients are also insisting on very strong, blatant product integration and/or placement. Brand Managers need to realise that “in your face” product placement turns potential customers off. The most effective product placement and integration is subtle, natural and organic. It has to look like real life.
Megan MacDonald
Hi Chris, please tell me where you got this: “80% in the USA and 72% in Europe and probably more than 50% among upper LSM’s in South Africa avoid ad breaks”?
I saw a Neilson figure last year that said that 95% of people are still watching live TV, which I then presume means that they will watch the commercials.
Thanks
Grant Pringle
Hi Chris working for e.TV, when it comes to certain brands we just can’t do any product placement because it takes away from the authenticity of the story line (which ultimately is what gets us the
ratings and gets your clients ears perked up…….) that being said, it all boils
down to the product being in its natural environment and integrating it
in a seaming less manner, however totally agree with you on this !! As per the lower LSM im sure you are aware of OpenView HD which will primaraly focus on 30 second ads and a bit of product placement/promotions relevant to the audience and programme.
Grant Pringle
Totally agree with you on this Michelle and it all boils down to the product being in its natural environment and integrating it in a seaming less manner…..