• by Jack Loechner , Staff Writer @mp_research, June 11, 2007

Not All Product Placement is Equal

According to a just-released analysis of BIGresearch's Simultaneous Media Survey of over 15,000 consumers, not all product placements are equal. In the survey, the top category that consumers said product placement influenced their purchases was electronics, with 12.6% saying so. Grocery and apparel followed to round out the top three.

When compared to OTHER media's influences to purchase electronics, such as:

• TV (32.3%)
• Newspaper Inserts (32%)
• Radio (19.6%)
• Internet (22.7%)

product placement is not a replacement for traditional media. However, African American, Hispanic and Asian consumers were much more likely to be influenced to buy electronics, grocery and apparel from product placements.

Gary Drenik, President & CEO of BIGresearch, said "Advertisers... are attempting to get their brand message out in non-traditional ways. However, today's consumer knows when they are being manipulated and product placements must be carefully planned... or... risk being ignored..."

Ethnic Group Product Placement Influence to Purchase
	All	White / Caucasian	African American	Asian	Hispanic
Electronics	12.6%	10.8%	17.9%	21.6%	17.7%
Apparel/Clothing	10.3%	9.2%	12.7%	19.0%	13.5%
Grocery	12.4%	11.9%	14.6%	17.1%	13.7%
Home Improvement	6.7%	6.1%	8.0%	9.8%	8.2%
Car/Truck	6.6%	6.0%	7.6%	10.8%	8.4%
Medicines	4.7%	4.1%	6.6%	7.3%	6.8%
Telecom Services	3.9%	3.2%	6.0%	6.7%	4.8%
Eating Out	6.9%	6.4%	8.5%	.2%	7.4%
Source: BIGresearch, June 2007

Additional information and Complimentary Top Line Findings may be accessed here.