By combining three major databases Pinewood Studios based NMG Product Placement, Essential Television Statistics and Madigan Cluff have been able to take a look at the additional value created for advertisers with international brands placed into UK programmes. Taking a sample of recent placements in UK dramas this unique process shows that advertisers frequently achieve as much value from the overseas export versions of the programme as they have received from the original UK transmission.

Many UK TV programmes are extensively exported. When TV programmes are exported sponsorship rights and the content of advertising breaks may change. However, brands embedded in the programme will remain and be seen whenever, and wherever, the show plays.

For international brands placed in UK drama this can effectively double the communication value of the placement

This unique process combines NMG’s Tracker™ database detailing which brands have appeared in specified episodes of programmes, with ETS’s database which tracks when these episodes are played in more than 40 countries worldwide, together with Madigan Cluff’s database which values each overseas transmission.

Read the full document (pdf)

The attached PDF is the Madigan Cluff autumn update on changes influencing how brands interact with programmes transmitted around the world. This edition features:-

• Why football is more local than global.
• Edging into the spotlight – how Product Placement is slowly rolling out in Europe.
• How the $6 billion market for imported drama in Europe is holding steady.
• The influence of brands looks at reaction to brands in and around Celebrity Big Brother?

If you are interested in further information on any of the articles please feel free to contact us at info@madigancluff.com

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After extensive research work we are pleased to announce that our report on the legalisation, initial selling, broadcast and measurement of product placement in major European markets has now published in partnership with Screen Digest.

Copies of the report can be obtained from Screen Digest (www.screendigest.com) at a cost of £995.

Read details of the report (pdf)

More and more Broadcasters and Production Companies are waking up to the potential to showcase brands in their programmes.

But it’s all a bit of a maze for brand-owners.

Who to go to for advice? What’s right for my brand? How much should I be paying? How to measure?

Madigan Cluff is the UK’s leading media consultancy specialising in placement.

To meet brandowners’ needs, we have launched a unique product, the Madigan Cluff Product Placement Review.

We take a brief for you. Go away and do our work. Then deliver:

• A comprehensive Market Update
• Best Value Guidance
• A Tailored Competitive Analysis
• An Opportunity Analysis for your brand
• And finally – a draft Action Plan

It’s highly affordable, in cost terms. But it could be absolutely priceless.

For more information contact peter@madigancluff.com

Madigan Cluff’s Peter Jones and Deloitte’s James Bates provide an opening salvo.

Click here to read full report: http://www.brandrepublic.com/opinion/login/1056952/

Madigan Cluff have recently developed a pair of guides to help production companies and advertisers understand the issues about placement as placement becomes a live issue in the UK and across Europe. Copies of each guide are available free – if you are interested in a copy of one the guides please send us an e-mail to info@madigancluff.com

TEN QUESTIONS A PRODUCER CAN HAVE ON PRODUCT PLACEMENT

• What is the current state of play for Product Placement?
• What is the market value of placement and how can it be estimated?
• What are brand owners looking for in placement?
• What are the positive influences which will help make a placement visible and effective within a programme?
• How can brands help to promote my programme?
• Why should brands want to have promotional and digital links with a programme?
• How do we get rewarded for placement when a programme gets exported to overseas markets?
• How can we help advertisers understand the timeline on their return on investment?
• What is the best process for ensuring you maximise the value you get from placement?
• How can Madigan Cluff help in assessing the value of the placement opportunities you have?

TEN QUESTIONS A BRAND OWNER CAN HAVE ON PRODUCT PLACEMENT

• What is the current state of play for Product Placement in the UK?
• What will be the broad impact of the new placement framework?
• I know how to plan advertising. But how do I plan placement?
• How can I reach an informed judgement on what will work for me?
• How can I get a handle on whether my placement is good value?
• Why should brands want to have promotional and digital links with a programme?
• Do UK-created programmes, tend to get much overseas exposure?
• How can I get a handle on whether my placement is good value?
• How best to ensure that the deal works well for all parties?
• How can Madigan Cluff help in assessing the value of the placement opportunities you have?

Michael Cluff writes about the current state of placement for advertisers in Europe and the increasing opportunities to exploit programmes to promote brands. The full article can be downloaded below or the magazine can be obtained by going to http://www.ebiquity.com/billetts/response/index.asp.

Read the full article (pdf)

Madigan Cluff have responded to the recent OFCOM consultation on product placement. The full script is attached. We are concerned that the proposed rules are not clear enough on what advertisers may be allowed to do with placement and leave the interpretation in OFCOMs hands. Given the potential value of placement to producers and broadcasters – which provides bigger budgets for UK productions – we believe that placement should be regulated only where it interrupts the enjoyment consumers have of programmes.

Read the full document (pdf)

Madigan Cluff have input a submission to the DCMS consultation on product placement.

Read the full document (pdf)

Following Ben Bradshaw’s recent announcement and the DCMS consultation on the plan to relax the laws governing product placement in UK created television programs, we have been building with partners an overview of the issues, a summary of this shown in the attached document.

To download as PDF please click here: summary.pdf