Recently, paid product has been allowed on UK TV after a long standing opposition to such covert advertising. It will be interesting to see the extent of the influence of advertisers on the programme content – will creativity be discouraged?
Documentary maker, Morgan Spurlock’s recent Sundance Festival hit The Greatest Movie Ever Sold presents a critique of this form of advertising – ironically he secured 15 paid product placement deals for the film:
Despite its critics, product placement remains one of the remaining viable options for advertisers as traditional TV ads are being avoided thanks to websites such as Tivo and products such as Skybox.
Brandchannel.com rates Apple the most successful product placement brand, noting that its products featured in 10 of the 33 number one box-office movies in the US that year. The film with the most placements was Iron Man 2, which notched an incredible 64.