NEWS14 September 2009

MR set to benefit if UK scraps product placement ban

Government UK

UK— Scrapping the ban on product placement on British television could net research agencies millions in additional revenue as marketers seek to measure the effectiveness of this new brand-building channel.

Press reports are speculating that if the ban is lifted advertisers could spend up to £100m annually to promote their wares through popular drama series or hit reality TV shows.

In the US, where product placement is commonplace, TNS Media Intelligence and Nielsen IAG track mentions and on-screen appearances of brands and both companies may look to export their services to the UK. Neither firm could be reached for comment today, however.

UK culture secretary Ben Bradshaw is expected to officially unveil proposals to change the rules on product placement in a speech next week. A three-month consultation period will likely follow.