Old School Product Placement

by Allison Marsh, VP Consumer Insights

I am a fan (alright a huge fan) of shows like the Biggest Loser and Top Chef. I watch them religiously and I have noticed that over the past year that product placement on those shows is getting more and more prevalent.

Last night, for example, on the Biggest Loser, the trainer Jillian was meeting with the black team. In a confessional, she told us that she wanted to give them some tips on how to maintain a healthy diet when they were at home. Next we see her meeting with the black team and praising the virtues of Cheerios. On Top Chef, there are countless mentions of GladWare® and there was a quick fire challenge that used Diet Doctor Pepper a the hero ingredient.

All of these products are naturally integrated into the show and while I recognize it as blatant product placement, I can't decided whether or it is annoying. In fact, it seems to be a throw back to the old school product placement that started with P&G's radio soap operas in the 1930's.

I guess this is a way around DVRs and watching the shows online and right now it seems to be a sort of natural extension to the show. It will be interesting to watch brands walk that fine line between annoying and somewhat interesting and how consumers / viewers respond.