Nielsen Launches Product Placement Study

Aug 11, 2005  •  Post A Comment

Nielsen Media Research said Thursday it is launching a study to determine which factors in product placement contribute to effective marketing results. Participating in the study are CBS and UPN, Discovery, Magna Global, Mediacom, OMD, PHD, Sprint, The Weather Channel and Zenith Optimedia.

Nielsen said it has been tracking the physical characteristics of product placement, such as size and duration, since the beginning of the 2003-2004 season.

“The objective of this extensive study is to look beyond the on-screen appearances and determine how the context of a placement’s execution can impact consumer response,” Nielsen said.