Branded product placements continue to slowly decline on broadcast networks.
In the 2016-2017 TV season, there were 4% fewer in-program placements — on-screen brands or products airing within a program — at 4,346 versus the 2015-2016 TV season, when there were 4,538 placement, according to Nielsen.
This percentage was 8% lower than the 2013-2014, when there were 4,701 in-program placements.
Nielsen's results came from original, non-sports prime-time programming on ABC, CBS, CW and Fox, with viewers 18 years and older.
In addition, there were 6% fewer individual brands with on-screen placements — with 611 in the 2016-2017 TV season versus 648 a year ago. There were 559 brands with in-program branded placements in the 2014-2015 TV season, and 574 in the 2013-2014 TV season.
Nielsen also says there were an average of seven placements per brand during the last season — the same as the year before. The average was eight per brand in each of the 2013-2014 and 2014-2015 TV seasons.
In 2014, U.S. brand integrations on scripted broadcast and cable TV networks were worth $4 billion, according to PQ Media, which projected continued growth due to time-shifted TV viewing.