vision critical product placement research feb 2011
DESCRIPTION
A summary report of a national survey of television viewers; explores responses to the introduction of paid product placement on UK commercial TVTRANSCRIPT
Product placement on commercial TV
What do UK consumers think?
Vision Critical Research
February 28th 2010
Before you saw the explanation in this survey, were you aware that product placement would soon be introduced in the UK?
Two thirds of UK adults don’t know that Product Placement is coming
No: 61%
I am totally unfamiliar with this concept ... it sounds a bit peculiar.
Derek, 58, Birmingham
“”
Source: Vision Critical UK omnibus, Feb 25th 2011
Base: 2007 UK adults18+, nationally representative
Overall, how comfortable do you feel with this idea?
Only around 50% of people feel comfortable with paid product placement
0% 25% 50% 75% 100%
Very uncomfortable Uncomfortable Not sure Comfortable Very comfortable
Source: Vision Critical UK omnibus, Feb 25th 2011
Base: 2007 UK adults18+, nationally representative
Overall, how comfortable do you feel with this idea?
Older consumers are generally the least comfortable
18-34 35-54 55+
59% 55% 49%
It blurs the line between programmes and ads. There’s already too much advertising material ... We don't want it in programmes as well.
Margaret, 52, Edinburgh
Advertisers will start to have an influence on the content of the programmes ... This can only be a bad thing.
Ed, 62, Brighton
“”
Proportion comfortable / very comfortable
“”
Why don’t you feel comfortable?
Source: Vision Critical UK omnibus, Feb 25th 2011
Base: 2007 UK adults18+, nationally representative
Overall, how comfortable do you feel with this idea?
The most comfortable are regular Sky Sports and E4 viewers
0% 25% 50% 75%
All viewers
comfortable very comfortable
Source: Vision Critical UK omnibus, Feb 25th 2011
Base: 2007 UK adults18+, nationally representative
How much do you agree that product placement will ...
Fear of advertising overload is the most common consumer response
0% 25% 50%
Improve quality
Reduce quality
Make me watch less TV
Overwhelm me with advertising
agree agree strongly
Source: Vision Critical UK omnibus, Feb 25th 2011
Base: 2007 UK adults18+, nationally representative
Appendix
• About this survey
• About Vision Critical
Product placement explanation for survey participants
About this survey
Methodology DetailsOn February 25th 2011, Vision Critical conducted an online survey among 2,000 randomly selected British adults who are Springboard UK panellists (www.springboarduk.com) . The margin of error—which measures sampling variability—is +/- 2.2%. The results have been statistically weighted according to the most current age, gender, region data and newspaper readership data to ensure samples representative of the entire adult population of Great Britain.
About Vision Critical®Vision Critical is a strategic market research and technology firm. It is the world’s leading provider of online customer communities for research, serving one in four of the world’s top 100 brands. The company has offices across North America, Europe and Australia.
For more information contact Mike Stevens, Head of Research
email: [email protected] tel: +44 207 065 7292