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

An article in broadcasting by Kate Bulkley – using Madigan Cluff data - shows the opportunity for UK television which exists as the rules on Placement change.

Follow this link to see the whole article:

http://www.broadcastnow.co.uk/comment/kate-bulkley/dont-let-the-opportunity-slip/5006310.article

Kate Bulkley in Broadcast uses Madigan Cluff data to demonstrate the impact of Channel4s decision to pull out of Big Brother.

For the full article follow this link:

http://www.broadcastnow.co.uk/comment/kate-bulkley/filling-big-brothers-big-boots/5005145.article

Secretary of State Ben Bradshaw is expected to announce this week (w/c September 14th 2009) a 3-month consultation over proposals to lift the ban on product placement on television in the UK.

There is widespread expectation that this will lead to a relaxation of the rules. A spokesman for the Department of Culture, Media and Sport told the BBC that the current situation ‘puts the UK at a competitive disadvantage’.

Such a change would be good news. Not just for programme makers and broadcasters, but also for brand-owners.

At Madigan Cluff, we are uniquely placed to help you make the most of this exciting new opportunity, wherever in this new landscape you are. Once we see the next steps we intend to support the changes actively, and use our unique databases and processes to deliver robust analysis of the new opportunities that will emerge.

For more information, you can get in touch via the contact points on our website www.madigancluff.com

To download text as PDF please click here: welcome-to-change-of-regulations.pdf

Copyright: Madigan Cluff. Reproduction only by strict permission of copyright holder

Having both attended the recent seminar in Brussels and subsequently reviewed the materials
provided, Madigan Cluff has the following thoughts on future measurement of programme content
in and across Europe.

Read the full document (pdf)

Advertising today is only part of a spectrum of methods advertisers have to reach and influence their
target audiences. As media viewing patterns change, it will be difficult for conventional sources of
revenue to TV stations such as advertising and licence fees to continue to fund high quality
programming[...]

Read the rest of Michael Cluff’s speech to the asi conference in Lisbon (pdf) >

Introduction

This submission is provided by Madigan Cluff, with support from Essential Television Statistics Ltd, in response to the Audiovisual Services Directive Consultation on proposals for product placement in television programming in the United Kingdom.

Madigan Cluff specialises in evaluating brand presence and was created in direct response to the dramatic shifts in the media marketplace in recent years. Founded on knowledge and expertise built up over many years at the head of Media Audits (Michael Cluff), and the sophisticated databases owned by Essential Television Statistics Ltd. (Paul Madigan), the company offers a unique quantitative and qualitative perspective relating to the presence of brands within programmes.

Madigan Cluff provides robust analysis of the media value of sponsorship and branded placement activities, and of the additional volume generated when the programmes involved are shown in overseas markets. The information it creates is of interest to both brandowners/ advertisers and to production companies and broadcasters.

Context
Helping UK programme production to continue as a worldwide success

The UK has a long-established record as a successful exporter of programmes and films to the rest of the world. As well as generating valuable foreign revenue for a highly-regarded British film and TV industry, these provide a high-profile platform for promoting ‘Brand GB’ in a global market place.

In sport - where the UK has for many years accepted and optimised sponsorship, on-screen brand imagery and other forms of commercialisation - we have generated major income for the country through the success of Formula One car racing, Premier League football and international cricket, among others.

Direct paid-for product placement is also legally accepted within British-made feature films, offering opportunities for a non-refund funding source to producers and international brand visibility[...]

Read the full submission (pdf) >