NCIS or Californication? Modern Family or Dexter? Two and a Half Men or True Blood? When considering product placement and brand integration on television shows, should the overall ratings of the program be the main reason for participation? Why would a brand even consider the small audience of Showtime's Californication (barely 1 million viewers per episode) over NCIS, seen by over 20 million viewers weekly?
At the end of the day (or show), most companies are looking for good on-camera exposure to potential consumers via product placement and brand integration (incremental sales is the ultimate goal, but that's a discussion for another blog). There are several reasons a brand may want to consider a lower rated cable program for product placement advertising.
Companies need to evaluate the potential exposure. 20 million viewers weekly is great, but is the placement simply set dressing in the background of the Primetime show? Are the demographics of the show a fit? Does the integration make sense? Sometimes consumers react negatively when brands are arbitrarily included in shows.
On the flip side, the lower rated cable show may not only offer a more organic integration, but multiple airings during an episodes first week of release sometimes leads to greater numbers (True Blood averaged over 12 million viewers weekly last season due to multiple airings of each episode).
All things considered, when making the choice, the more impressions the better. The reality is, all things are not equal when it comes to choosing between placement on one of the Big 4 networks vs. a cable show (with programming that has improved tremendously in recent years). Companies need to be sure they thoroughly evaluate each opportunity, consulting with an entertainment marketing agency if necessary to determine the best fit for their brand.
At the end of the day (or show), most companies are looking for good on-camera exposure to potential consumers via product placement and brand integration (incremental sales is the ultimate goal, but that's a discussion for another blog). There are several reasons a brand may want to consider a lower rated cable program for product placement advertising.
Companies need to evaluate the potential exposure. 20 million viewers weekly is great, but is the placement simply set dressing in the background of the Primetime show? Are the demographics of the show a fit? Does the integration make sense? Sometimes consumers react negatively when brands are arbitrarily included in shows.
On the flip side, the lower rated cable show may not only offer a more organic integration, but multiple airings during an episodes first week of release sometimes leads to greater numbers (True Blood averaged over 12 million viewers weekly last season due to multiple airings of each episode).
All things considered, when making the choice, the more impressions the better. The reality is, all things are not equal when it comes to choosing between placement on one of the Big 4 networks vs. a cable show (with programming that has improved tremendously in recent years). Companies need to be sure they thoroughly evaluate each opportunity, consulting with an entertainment marketing agency if necessary to determine the best fit for their brand.
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