PRODUCT PLACEMENTS IN PROGRAMMING WILL OVERTAKE 30 SEC SPOTS

And they'll be sneaky about it.

It looks like NBC takes the cake for tops in product placements. NBC also owns Bravo, so you will see in the chart below that NBC Universal has 8 out of 10 of the top program product placements in 2007. In a rare combination of corporate sponsorship and all-out advertising, on New Years Day, musician Seal performed live on, “The Music of Seal on Ice,” (NBC) while Gold Medalist skaters performed for the crowd with proceeds going to the nonprofit organization Autism Speaks. On a side note, Bob White, Autism Speaks co-founder, whose grandson is autistic, is Vice Chairman of General Electric and served as CEO of NBC for 20 years.

There were quite a few corporate sponsors, one of which was Musselman’s applesauce. The show was quite effective in interviewing the skaters and their families about their Musselman’s healthy snack choices. The show itself was rather odd, but I love Seal and continued to watch in awe while the advertising and promotion machines were seamlessly integrated both in program content and the “traditional” commercial advertising. According to one blogger who was at the “live” event, Seal actually went backstage for 5 of the songs while the skaters performed to canned Seal music, yet the broadcast showed only the Seal live performance. Keep your eye out for more product placements and less 30 minute spots in the future.

TOP 10 MOST EFFECTIVE PRODUCT PLACEMENTS OF 2007

1.TYSON - Extreme Makeover: Home Edition (ABC)

2.Sue Bee Honey - The Apprentice LA (NBC)

3.Soft Scrub - The Apprentice LA (NBC)

4.KRAFT - Top Chef (Bravo)

5.Propel Fitness Water - Workout (Bravo)

6.Smart Mouth - The Apprentice LA (NBC)

7.NEXXUS - Shear Genious (Bravo)

8.Second Life - The Office (NBC)

9.Visa - What Not to Wear (TLC)

10.Kenmore - Top Chef (Bravo)

Source: Hollywood Reporter

PR WEEK'S CAUSE MARKETING SURVEY--DIG A LITTLE DEEPER INTO CAUSE MARKETING RELATIONSHIPS

87% of respondents believe that it’s important for companies to support causes and charities.

Today’s consumer may or may not be aware of the methods companies use to gain their attention and loyalty. When brands align with causes, the battle for trust has only just begun. One has to wonder about the transparency of it all. People surveyed in PR Week's Cause Survey 2006 mentioned companies who made a difference, but do they mention them solely based on the companies' communications and media campaigns?

The following example shows the good in cause marketing. But buyer and nonprofit beware. Get out your critical thinking skills before embarking on cause marketing relationships. Get PR Week's Study to understand what companies, nonprofits and individuals are thinking and acting upon. Be sure to do your homework when considering a cause marketing relationship.

~Every October for the past 13 years, shoppers at Marshalls department stores have played a role in ending domestic violence, just by filling their carts with clothing, shoes, and household goods. On the day Marshalls hosts its annual “Shop ’Til It Stops” benefit, the retailer donates 1% of all sales from its 700 stores to the San Francisco based Family Violence Prevention Fund (FVPF), providing support to the FVPF’s efforts to prevent domestic violence and help victims nationwide. This year, not only did Shop ’Til It Stops Day generate more than $300,000 to fund public education and training programs, but it also raised awareness among hundreds of thousands of shoppers about the issue of domestic violence against women and children.~

Top Companies Mentioned by Respondents:
Microsoft
Target
Wal-Mart
McDonald’s
Yoplait
Avon 3
Newman’s Own