Keeping advertisers honest
Using branded product placements in movies and episodic TV is nothing new. It’s been done for years, as advertisers found it was another way to gain exposure for products that was more subtle than a 30-second commercial. Today, more and more television programs and series are resorting to the use of branded product placements as viewers turn to devices such as VCRs, DVRs and TiVos to record their favorite shows, and skip the commercials.
The Federal Communications Commission is aware of the increasing use of deliberate product placement in TV show and requires that programmers disclose any sponsors who have embedded products into shows. Typically, this is done during the credits, even though the acknowledgement may be difficult (if not impossible) to read.
Now, it looks like this practice is going to jump from episodic TV to the Home Shopping Network, which is seeking new sources of revenue at a time when sales are slipping. The mega-shopping giant is beginning to weave food items into its cooking-related pitches, as it discovers a way to marry the sales of pots, pans, knives and other kitchen items with related edibles. HSN has inked deals with Kraft Foods and Barilla Pasta to feature their products through the popular scripted celebrity chef segments.
Chef Jamie Oliver will talk about Barilla pasta while selling his Survival Kit Cookware. Next month, HSN will air segments showing recipes that can be used with Kraft products. More deals are in the works.
Food manufacturers feels that viewers will connect more with the cooking segments if they see actual products in use. They hope this will spark sales for both HSN and the edibles. Product placements are one part of marketing that is still strong and expected to grow.
It is unclear how the FCC will look at HSN’s use of product placement, since this is more of a “reality”show than episodic TV. It is also unclear if viewers will accept the new, overt product plugs.
Time will tell.
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