• by David Goetzl  @dgoetzl, January 30, 2009

Have networks taken to commissioning shows based on potential product placement revenues? In the reality genre, having seen shows with so many brand displays, a show developer might eagerly offer up an idea with those opportunities in mind.

 

 

Yet this week, an ABC executive in the reality arena said that conceits still trump commerce, according to TV Week. "If a producer comes in with a pitch and a package like an ad model or products around it, we're not really interested in that," said Vicki Dummer, an ABC senior vice president, at the NATPE conference.

"It starts with the creative and ends there and if you can build a business around it, that's fine too," she added.

Based on that flow, although not a reality show, the network likely would have passed on TBS's "10 Items or Less" comedy--which focuses on the quirky employees and their ups and downs in a family-owned grocery store.

One of its creators, John Lehr, was quoted in the Los Angeles Times as telling iTVX.net: "We wanted to do a workplace comedy, because it's fun to write characters in that kind of environment--and we were looking for an environment that was surrounded by products--so that it was conducive to product placement. We took that into consideration from the get-go."

Indeed, there may be no better setting for a show looking to integrate packaged goods than a grocery store, where they line the aisles. And TBS has turned the tactic into a science with "10 Items."

As the L.A. Times laid out: "In an average placement, a 30-second spot for the main advertiser runs at the beginning of the first major commercial break, approximately seven minutes into the show's half-hour. Then, about midway through the show, or a little later, comes the integration scene, which lasts approximately a minute."

But there's more, which gives TBS executives reason to bill "10 Items" as a platform for a multi-tiered promotion. In addition to the traditional ad and the placement, there are billboards leading into commercial breaks and banners on screen noting that the show is presented by Brand X. And there may be exposure on a show's Web presence via pre-roll ads before videos, and run-of-the-mill-type banner squares.

This season, Vaseline Men and Hellmann's mayo are among those that have taken the package deal. On Jan. 13, came Hershey Co.'s Reese's peanut butter cups (one of the top product placements of the week, according to measurement firm iTVX).

The initiative may have been one of the first as Hershey moves to boost ad spending in 2009 -- even as so many other marketers aren't so sweet on the concept. This week, company CEO David J. West said spending will be up 20% to 25% over the $161 million last year. And he offered some evidence that ad dollars for Reese's bring a solid ROI. The brand was a strong fourth-quarter performer, he said, as Hershey's increased ad spending 23%.

And in '09, he said "we'll add ... GRPs on Reese's." So came the plug in the "10 Items" episode. Show creator Lehr also plays Leslie Pool, the manager at the "Greens & Grains" store, who was blinded earlier in the show with a botched Lasik procedure. Undaunted, Pool continues working and apparently stacking bags of Reese's, Kisses, Kit Kats and plain-old Hershey bars (he appears to take a bite of a Mini).

A customer approaches. "Is there something I can help you with?" a vivacious Pool asks. "You're right here in the Hershey's aisle."

"You don't need to help me," she says. "I'm baking tonight."

Viewers learn that she's looking to make Reese's brownies. But as she reaches for a second bag, Pool intercepts her--and then holds up the orange bag she sought for a close-up.

He then offers up praise calling to mind the you-dipped-your-chocolate-in-my-peanut-butter spots of yesteryear.

"Whoever came up with this, you know, putting peanut butter and chocolate together. Brilliant!"

The same can't be said for TBS's use of integrations in "10 Items." It's low-hanging fruit and doesn't take much creativity. But for a third straight season, marketers have returned to "Greens & Grains." So at some level, the network is having success, more or less.

Product	Show	Q-Ratio
Reese's	10 Items or Less	2.9323
Burger King	Saturday Night Live	2.1925
Dr. Pepper	90210	1.4231
Turbo Tax	Psych	1.3262
Monopoly	30 Rock	0.3767

 

Click here to view these placements.Data and analysis provided by iTVX.