SOURCE: BIGresearch

June 06, 2007 12:14 ET

BIGresearch Analysis Shows Advertisers Need to Selectively Use Product Placement

Some Product Categories Work Better Than Others, Particularly With Minorities

COLUMBUS, OH--(Marketwire - June 6, 2007) - Marketers and advertisers who are looking for product placement to become a substitute for traditional advertising need to be selective in how they use placements since not all product placements are equal, according to a just-released analysis of BIGresearch's Simultaneous Media Survey (SIMM 9). Over 15,000 consumers participated in the latest bi-annual survey.

Product placement is growing as an option for marketers to reach advertising-weary consumers. In the survey, the top category that consumers said product placement influenced their purchases was electronics, with 12.6% saying so. Grocery and apparel followed to round out the top three. When compared to other media's influences to purchase electronics, such as TV (32.3%), Newspaper Inserts (32%), Radio (19.6%) or Internet (22.7%), product placement is a viable option, but not a replacement for traditional media. However, African American, Hispanic and Asian consumers were much more likely to be influenced to buy electronics, grocery and apparel from product placements.

"Advertisers recognize that consumers are in control of today's market and many are attempting to get their brand message out in non-traditional ways," said Gary Drenik, President & CEO of BIGresearch. "However, today's consumer knows when they are being manipulated and product placements must be carefully planned with this in mind or else risk being ignored by consumers," said Drenik.

Ethnic Group Product Placement Influence to Purchase by Product Category

                               White /   African
                     All       Caucasian American  Asian     Hispanic
Electronics          12.6%     10.8%     17.9%     21.6%     17.7%
Apparel/Clothing     10.3%      9.2%     12.7%     19.0%     13.5%
Grocery              12.4%     11.9%     14.6%     17.1%     13.7%
Home Improvement      6.7%      6.1%      8.0%      9.8%      8.2%
Car/Truck             6.6%      6.0%      7.6%     10.8%      8.4%
Medicines             4.7%      4.1%      6.6%      7.3%      6.8%
Telecom Services      3.9%      3.2%      6.0%      6.7%      4.8%
Eating Out            6.9%      6.4%      8.5%     14.2%      7.4%
Additional information on SIMM and other BIGresearch samples may be accessed by going to: http://www.bigresearch.com and clicking on Complimentary Top Line Findings.

About BIGresearch

BIGresearch is a market intelligence firm providing analysis of consumer behavior in areas of retail, financial services, automotive, and media. BIGresearch's syndicated Simultaneous Media Survey (SIMM) is focused on consumers to gauge their consumption across media, products and services. Marketers can use SIMM to develop the types of consumer-centric marketing plans required to increase advertisers' ROI. The SIMM monitors more than 15,000 consumers twice each year. They also conduct the Consumer Intentions and Actions Survey (CIA) which monitors the pulse of more than 7,000 consumers each month.

BIGresearch's methodology provides the most accurate consumer information in the industry with a margin of error of +/- 1 percent.

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