• December 10, 2004

TV producer FremantleMedia North America has tapped IAG Research to measure viewer response to product placement and sponsorships integrated into the programming it produces. FremantleMedia has creates prime-time dramas, entertainment, and such reality shows as "American Idol," "The Swan," and "How Clean is Your House?"

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