Product placement keeps on climbing
June 16, 2015
Nearly half of U.S. TV homes–49 percent–have DVRs, and it’s easier than ever to fast forward through commercials while watching recorded shows.
With that in mind, advertisers are embracing product placement in an effort to combat ad skipping.
Product placement revenue in the U.S. will grow 13.2 percent in the first half of 2015, according to the latest global branded entertainment marketing forecast from PQ Media, after revenue jumped 12.8 percent last year to $6.01 billion.
The forecast says brands are increasing product placement spending while also finding more creative ways to help their products stand out.
“U.S. marketers have become savvier about integrating brands and products into program content instead of settling for less-expensive brand or product cameos,” the study reads.
The U.S. is by far the largest product placement market in the world. In fact, Brazil was the only other country last year to surpass the $1 billion mark in product placement revenues, driven by the common practice of paid placements in popular telenovelas.
Looking ahead, PQ Media projects U.S. product placements will hit $11.44 billion in 2019, with Brazil at $2.26 billion and Mexico at $1.56 billion.
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