subject: The first product placement on uk television [print this page] The first product placement on uk television
As the rest of the world wakes up to the results of this years Oscars, there is one award that the UK media are particularly interested in...The Award for the First Product Placement on a UK Television Show.
.....and the award goes to "Nestle in This Morning".
With product placement permitted on UK screens from today, ITV are proud to announce that their daytime flagship show "This Morning" hosted by Holly Willoughby and Phillip Schofield will be the first show to feature a brand that has paid to appear on screen.
Nestle is rumoured to have paid 100,000 to have their coffee machine, the Dolce Gusto appear on the screen in the background for 3 months.
"If Nestle did pay that level of fee - which equates to roughly 1,400 a day - then to truly get their money's worth it's all about what Nestle can do with their association with the show" says Darryl Collis, Director of Seesaw Media, a UK based product placement agency, who in the pasthave secured exposure forNestle products on UK television shows.
Having negotiated hundreds of thousands of dollars worth of product placement deals for clients, with Darryl's vast experience in this area,he knows securing the placement is only half of the process "It's what the brand does with that placement and association that really makes an impact"
With the current media interest in product placement, there is obviously a benefit at being the first to market and more people will be talking about the coffee machine placement now for that exact reason.(This being just one of many articles to be written on the subject)
"However" Darryl continues. "now that First Place is gone, brands will need to think smarter and more creatively in order to maximise their association within a show."
Darryl, like everyone else will be watching this very first product placement with great interest, not only for theaudience reactionbut also whether Nestle have had their money's worth in terms of media value and sales.
