IAG measures viewer response to product placements and sponsorships and provides metrics on brand recall and fit--whether a placement fit "seamlessly and naturally" or was "awkward and interfered with enjoyment of the program"--as well as changes in brand opinion and purchase intent. American Express, General Motors, Unilever, MindShare, and Capital One are among IAG's clients.
Since its launch in October 2003, more than 6 million product placement surveys of TV viewers have been captured and analyzed, an IAG representative said. -- David Kaplan
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