‘Eeee, I could murder a Nespresso, Betty.’
British TV used to be refreshingly free of product placement, with people in Emmerdale religiously turning their Corn Flakes packets away from the camera and Rita from the Kabin selling dummy copies of ‘Hiya!’ magazine.
But 2 years after Ofcom relaxed regulations, a report by KPMG today predicted a big growth in product placement on UK TV.
The report, catchily entitled 'Taking a subtle approach: How product placement will breathe a new lease of life into UK TV advertising', basically said that it will soon be more common to see newsreaders wearing hats with ‘Foxybingo.co.uk’ written on them in luminous pink.
Product placement deals since the Ofcom ruling have included the appearance of Nationwide cash-machines on Coronation Street and prominent positioning of a Nescafe Dulce Gusto coffee machine on This Morning. Also, everyone in Hollyoaks now has a Nokia, and looks at it every five minutes.
KPMG’s Clement Chan said: ‘Technology continues to disrupt the way content is consumed, content creators are hungry for new revenue models and consumers seem to be increasingly comfortable with the idea of product placement on UK TV'
This report was brought to you by Lucy Sweet (sponsored by Harvey’s Furniture).