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Marianne Paskowski



The Invasion of the Pods

August 16, 2006 8:20 PM

So now we know spending on paid product placements will hit $3.1 billion this year and will grow to about $7.6 billion in 2010, as New York Times advertising columnist Stuart Elliott reports today. The stats come from PQ Media, a Stamford, Conn.-based-research company.

This doesn’t bug me a bit. What really gets me is the number of commercial pods appearing during long-form programming on several cable networks. You know who you are.
There is nothing more annoying than watching a program for five minutes and then get assaulted by a pod which is also five minutes long. Call me touched, but I actually like product placements and look for them when I watch TV.

Product placements have long been the staple of theatrical films. You would never see a can of soda marked “Brand X” sitting on a table on the big screen. So let’s not fret too much about product placements. They don’t send viewers running to TiVo. The invasion of the pods is the problem.

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Comments (4)

this is a response per Marianne!

Marianne Paskowski:

Hi Liana,
Thanks for helping us test the technology here. All boats seem to be afloat as they say on Cape Cod.
Marianne

Fern Siegel:

exactly, right! when cable made its debut, people paid for it -- so they wouldn't have to watch commercials. now, some nets run spots, but many understand that constant interruptions are annoying. we all notice product placements, so we don't need pod assaults. paskowski tells it like it is. you go, girl.

Marianne Paskowski:

Fern,
You are making me think here. Thanks, on a late Friday afternoon when the people who selll and buy ad time are all at the beach. You are media savvy. But do people really notice embedded product placements in TV shows? Some are very subtle and I doubt most viewers do.

Who knows maybe it's subliminal and viewers dream about Preparation H at night.(I was a psych major but don't have hemmoroids, yet ) But unless some advertiser hits them with a sledge hammer, by hawking its wares iinto a show's story line, most product placement dollars are money down the tube.

But yes, we agree, we hate 5-minute pods. So maybe, sponsorships, at the start of a show, might work better. Might not work. Afterall, TV has done such a fabulous job of steering viewers away during break times.


Marianne

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