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.