International brands can bank on product placements in UK shows

UK’s first product placement communication effectiveness research was recently released.

According to the findings, brands achieve as much value in export versions of UK dramas compared to original versions.

Using databases from NMG Product Placement, Essential Television Statistics, and Madigan Cluff, researchers found out the advertiser value for international brands in UK television shows.

Most UK TV shows are exported. Usually, when this happens, the programs change extensively—its content and sponsorship rights included. However, for UK shows, these things will not change.

With this, the product placement value for international brands will be raised significantly.