• The New York Times, Wednesday, August 16, 2006 12:30 PM

Spending on paid product placement worldwide will reach $3.1 billion this year, compared with $2.2 billion in 2005, according to a new report from PQ Media. By 2010, the report predicts, that number will total almost $7.6 billion. The U.S. leads the way, with $1.5 billion in paid placements last year, followed by Brazil, Australia, France and Japan. In paid placements, marketers spend money to weave their wares into plots, scripts and content of entertainment offerings. If all types of placements are taken into account (including barter for promotional mention), spending will total $7.4 billion this year, compared with just under $6 billion in 2005. While packaged foods and soft drinks once dominated product placement, that trend is changing. "Gold Rush," which will begin Sept. 13 on an AOL-run Web site, has just one packaged-goods sponsor, the Coca-Cola Zero brand. The others are a retailer, Best Buy; an automaker, the Chevrolet division of General Motors; a wireless carrier, T-Mobile; and a bank, Washington Mutual.

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