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A10 - S5.pdt Placement in Films and TV - PW
A10 - S5.pdt Placement in Films and TV - PW
It said the logo of the chain, which was the product sponsor for the show, was clearly
shown on the food containers, and there were medium to close-up shots showing the
artistes eating and passing the food around enthusiastically.The insertion of the
intentionally designed segment showing dressed-up artistes consuming fried chicken
at the award ceremony was gratuitous, not justified editorially and obtrusive to
viewing pleasure. It was designed to draw viewers’ attention to the sponsor’s logo
and products…
TVB has vowed to take the city’s communication watchdog to court for an “unreasonable and
erroneous” ruling.
Research on product placement
Factors affecting effectiveness of product placement
How the placement is executed
Whether audience like the character using the product
placement
Effectiveness of product placements on
TV
Cases Sharing
歲月風雲
Methodology
Data collection method: Computer aided telephone
interviewing (CATI)
Target respondents: Hong Kong local residents aged 15-64
Source: CTR Market Research Exposure Measurement Prepared by Television Broadcasts Limited © 2008, All Rights Reserved
Product Formats Exposure Duration
Sponsorship (seconds) (% to total)
Types
Scene Foreground Display 前景展示 316 25%
sponsorship
Foreground Close-up 前景特寫 50 4%
Background Display 背景展示 556 44%
Background Close-up 背景特寫 76 6%
Product Props Display 實用展示 106 8%
placements
Props Close-up 實用特寫 10 1%
Others Roller Credit 139 11%
Total 1,253 100%
Correct Recall
of Any Brand
45% (1,211,747)
Recalled
Client A
34% (921,454)
* The difference in recall rate between the group who were aware of the add-on advertising format and the
group who were NOT aware of the add-on advertising format
60%
Inside spot 30s
Brand Recall of client A
50% Average Recall of All Brands
49%
45%
40%
42%
39%
38%
35%
30%
29%
26% 30%
27% 25% 26%
23% 24%
20% 21% 19%
18% 19% 17%
18%
15%
15%
10%
0%
1 2 3 4 5 6 7 8 9 10 11
Week
Source: Synovate Product Sponsorship Effectiveness Survey
Unaided recall: Question 5: 請問你喺「歲月風雲」入面睇過啲咩牌子出現呢 ? 仲有呢 ?
Aided awareness: Question 6 : 請問你有冇喺「歲月風雲」入面睇過以下牌子出現呢 ?
Universe (Sample): Past 7 days viewers of The Drive Of Life – 2,678,428 (575)