Unpaid product Placement: The Elephant in the Room in the UK’s New Paid-For Product Placement Market. / Hackley, Chris; Hackley nee Tiwsakul, R.A.

In: International Journal of Advertising, Vol. 31, No. 4, 11.2012, p. 703-718.

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Unpaid product Placement: The Elephant in the Room in the UK’s New Paid-For Product Placement Market. / Hackley, Chris; Hackley nee Tiwsakul, R.A.

In: International Journal of Advertising, Vol. 31, No. 4, 11.2012, p. 703-718.

Research output: Contribution to journalArticle

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Hackley, Chris ; Hackley nee Tiwsakul, R.A. / Unpaid product Placement: The Elephant in the Room in the UK’s New Paid-For Product Placement Market. In: International Journal of Advertising. 2012 ; Vol. 31, No. 4. pp. 703-718.

BibTeX

@article{4c627ae745a347709b978d52ed612d73,
title = "Unpaid product Placement: The Elephant in the Room in the UK’s New Paid-For Product Placement Market",
abstract = "Paid-for product placement was permitted for the first time on commercial TV in the UK by media regulator Ofcom in February 2011. At the time of writing, some 12 months later, estimates suggest there have been fewer than 20 paid placement deals, amounting to revenue less than 2{\%} of the £150 million optimists estimated the industry to be worth. In this commentary we draw on confidential and informal interviews with industry insiders to set previous academic research in the field within the UK’s unique regulatory context, and we highlight problems inherent in the new industry. Foremost among these is the reluctance of the broadcasters and Ofcom to acknowledge that the free prop supply system that has provided branded scene props to UK productions, including the BBC, for some 30 years, has been and continues to be a de facto product placement industry. Given that, even in a mature paid-for placement market such as the USA, industry insiders estimate that 80{\%} of brands on TV are not paid for , we argue that unpaid product placement, also known as free prop supply, is the elephant in the room in regulation and academic research. We make suggestions as to how the impasse in the UK TV product placement industry might be resolved, and we outline ways in which academic research might play a supporting role.",
keywords = "Product placement, media policy, ofcom, Uk TV , BBC",
author = "Chris Hackley and {Hackley nee Tiwsakul}, R.A",
year = "2012",
month = "11",
doi = "http://www.tandfonline.com/doi/abs/10.1080/0267257X.2012.729074",
language = "English",
volume = "31",
pages = "703--718",
journal = "International Journal of Advertising",
issn = "0265-0487",
publisher = "NTC Publications Ltd.",
number = "4",

}

RIS

TY - JOUR

T1 - Unpaid product Placement: The Elephant in the Room in the UK’s New Paid-For Product Placement Market

AU - Hackley, Chris

AU - Hackley nee Tiwsakul, R.A

PY - 2012/11

Y1 - 2012/11

N2 - Paid-for product placement was permitted for the first time on commercial TV in the UK by media regulator Ofcom in February 2011. At the time of writing, some 12 months later, estimates suggest there have been fewer than 20 paid placement deals, amounting to revenue less than 2% of the £150 million optimists estimated the industry to be worth. In this commentary we draw on confidential and informal interviews with industry insiders to set previous academic research in the field within the UK’s unique regulatory context, and we highlight problems inherent in the new industry. Foremost among these is the reluctance of the broadcasters and Ofcom to acknowledge that the free prop supply system that has provided branded scene props to UK productions, including the BBC, for some 30 years, has been and continues to be a de facto product placement industry. Given that, even in a mature paid-for placement market such as the USA, industry insiders estimate that 80% of brands on TV are not paid for , we argue that unpaid product placement, also known as free prop supply, is the elephant in the room in regulation and academic research. We make suggestions as to how the impasse in the UK TV product placement industry might be resolved, and we outline ways in which academic research might play a supporting role.

AB - Paid-for product placement was permitted for the first time on commercial TV in the UK by media regulator Ofcom in February 2011. At the time of writing, some 12 months later, estimates suggest there have been fewer than 20 paid placement deals, amounting to revenue less than 2% of the £150 million optimists estimated the industry to be worth. In this commentary we draw on confidential and informal interviews with industry insiders to set previous academic research in the field within the UK’s unique regulatory context, and we highlight problems inherent in the new industry. Foremost among these is the reluctance of the broadcasters and Ofcom to acknowledge that the free prop supply system that has provided branded scene props to UK productions, including the BBC, for some 30 years, has been and continues to be a de facto product placement industry. Given that, even in a mature paid-for placement market such as the USA, industry insiders estimate that 80% of brands on TV are not paid for , we argue that unpaid product placement, also known as free prop supply, is the elephant in the room in regulation and academic research. We make suggestions as to how the impasse in the UK TV product placement industry might be resolved, and we outline ways in which academic research might play a supporting role.

KW - Product placement

KW - media policy

KW - ofcom

KW - Uk TV

KW - BBC

U2 - http://www.tandfonline.com/doi/abs/10.1080/0267257X.2012.729074

DO - http://www.tandfonline.com/doi/abs/10.1080/0267257X.2012.729074

M3 - Article

VL - 31

SP - 703

EP - 718

JO - International Journal of Advertising

JF - International Journal of Advertising

SN - 0265-0487

IS - 4

ER -