Is That an Ad in Your TVShow?
With DVR penetration reaching nearly 40% ofAmerican households, giving a huge consumerbase the ability to easily skip commercials,advertisers continue to rethink the traditional“commercial break.” To avoid falling prey to thefast-forward button, many are incorporating adsinto shows or using TV characters to pitch brand
benets. This is not product placement—it is
about integrating products into the essence of aTV show.On
Friday Night Lights
, characters regularlyappear at Applebee’s restaurant, reinforcing itsbrand image as a neighborhood gathering place.For Subway, the sandwich retailer, it is quitecommon for their sandwiches to get close-ups,be tantalizingly described, and be eaten by keycharacters on the TV show,
.Taking the opposite approach, the kids from
sing the praises of the Chevrolet Cruze in whatlooks like a segment from the show, but is really atwo-minute commercial. A consumer would likelyhit play on the remote, thinking the show wasback on and get hooked into watching the ad.Fundamentally, advertising is what pays for TVshows. No matter the technology, advertiserswill continue to be creative to make sure theirmessages get seen and heard.
Chevrolet enlisted thecast from
to create acommercial that was akin tothe musical performancesfrom the show.
The character Morgan, from the TV series
, delivers a Subwaysandwich, then proceeds to sing its praises and mention thechain’s “$5 foot-long” slogan.