Thursday, May 17th, 2012
Of 118 major marketers, 63% had tried a mix of branded entertainment, but 40% felt there was no credible measurement system that satisfied marketers?, media buyers? and media owners? needs for comprehensive return on investment assessment. 85% said their primary concern was a measurement system that quickly reported who had been reached by the product placement. TNS Media Intelligence?s new service joins several other services already measuring TV and movie product-placement impact using a large range of variables. The lack of a solid, industry-wide standard and method for accurately measuring this impact has been the largest stumbling block for the growing branded-entertainment business. Read More
