The Fall of The 30 Second Spot, The Rise of Product Placement and The Reasons Behind It

Authors:

Pages: 7-12

Abstract:

Although product placement, that is, the display of a product in a movie or a TV programme, has a history of several decades, it became increasingly significant and inevitable in the United States and Europe in the past years. According to research in America conducted by PQ Media, a company specialised in media research, while advertising spending for this purpose was only USD 190 million in 1974, it was USD 512 million in 1985, USD 1130 million in 1994, and USD 3458 million in 2004 (Lehu, 2009). It has since exceeded the magic threshold of USD 10 billion, too. (Onlinemba.com, 2011). At the same time, if we examine the Top 40 list of Hollywood movies, we can see that the average number of product placements per movie was 17.8 in 2011. (Brandchannel.com, 2012). However, brands do not only appear in movies but also in series, reality shows, talent shows, and so on. This has several reasons: – changes in consumers’ relationship to advertising – technological progess, mainly digitalization, – the reform of advertising, – the needs of film and TV show production companies, and – changes of the legal environment. The study addresses these issues.

Keywords:

30-second tv spot, dvertising, branded entertainment, marketing communication, product placement

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