Comments on: Product Placements May Require In-Programming Disclosure

By: Steve Baugh

Steve Baugh — Mon, 14 Jul 2008 19:47:48 +0000

I do not have a problem with product placement, if that means less interruptions from real commercials, then great have at it. I would never buy anything unless I wanted it, and had researched it anyway. If FCC mandated screen crawls do occur then it will mean the end of watchable television, nothing will be the same.

By: thecoconutdiaries

thecoconutdiaries — Wed, 25 Jun 2008 18:24:47 +0000

I’m not sure I’ve ever seen a product in a movie or on a TV show and went “Damn, I FORGOT that I needed denture cream! Thanks for the reminder!”. Now that product placement is so OBVIOUS it’s gotten more annoying. I don’t care that Paula Abdul drinks Coke. In fact, I have drawn a direct correlation between Coke/Starbucks drinkers and the increased incidents of bat-sh*t craziness. But it might just be me.

By: catalysta

catalysta — Tue, 24 Jun 2008 23:44:26 +0000

I think that we have to combat DVR syndrome somehow. I don’t even watch commercials anymore because I usually record what I want to watch and then fast forward right through them. Occasionally the product placement gets overwhelming and sometimes just plain annoying… but we advertisers gotta do what we gotta do.
Don’t forget the car company on American Idol too! I think it’s Ford. Either way the faux-mercials that the idols are forced to make just get ridiculous.

By: davidmullen

davidmullen — Tue, 24 Jun 2008 21:11:01 +0000

“Seriously – do people really need to be told that Coke sponsors American Idol?”

That’s exactly what I thought as I read about it, Lara.

Thanks to you and Mike for sharing your insights!

By: Lara Kretler

Lara Kretler — Tue, 24 Jun 2008 20:46:49 +0000

We used to do a lot of product placement when I was at Iams. I’m not sure whether it actually moved the needle on sales, but I do know we got lots of anecdotal feedback from customers who called to let us know they were excited to see bags of Iams Dog Food in the movie Beethoven, for example. I see product placement as more of a relationship enhancer with existing consumers than a way to reach out and win over new customers.

As for the new FCC scrutiny, they must not have enough to do over there. Seriously – do people really need to be told that Coke sponsors American Idol? I can see the considerations mentioned by the commenter above as being valid – prescription drug products, other adult products – but for consumer products like beverages or laptops? I am not sure why we need to be protected like that.

By: Mike Chapman

Mike Chapman — Tue, 24 Jun 2008 11:41:23 +0000

This inevitably happens because there are policy considerations specific to tobacco, alcohol and other public health concerns, such as fatty foods, among other things. I would say it’s inevitable and is only delayed by the ability of the FCC to get around to it. Mostly it’s already been mandated in the fine print of major legislation.