• by Wayne Friedman , December 11, 2007

Branded entertainment for television is almost a 50% business.

New research from Nielsen says 43% of viewers recognized products placed within "emotionally engaging" TV programs. This seems to suggest to other TV research analysts that 57% don't recognize products in specific TV shows.

Nielsen, the big media research company, said brand recognition rose 29% for products placed in what it calls "enjoyable programs." Product placement added 21% to the awareness of commercial spots. Nielsen noted that "brand feelings" rose 85% for product placements, 75% for commercials, and 68% when commercials and products were combined in programs that were enjoyable.

The study also showed that product placement does well on lifestyle reality shows such as ABC's "Extreme Makeover: Home Edition," Discovery Channel's "American Chopper" and Bravo's "Queer Eye for the Straight Guy." These shows can garner a 59% rise in brand recognition.

Nielsen said branded entertainment gets a 28% boost on average for all reality shows, 10% in sitcoms, and 39% for dramas.

The company said consumers' purchase interest went up 145% for product placement, 120% for commercial spots, and more than 97% in combining the exposure of both product placement and commercials.

The study was part of a research study about product placement conducted in 2006--using over 10,000 participants who viewed one of 50 programs, who were exposed to various combinations of product placement and TV commercials.