Product placement makes Dolce Gusto top brand on screen time

Nestle's Dolce Gusto's 'This Morning' paid-for product placement received more screen time than other brands that got conventional prop placement during selected UK programming in May, according to research.

This Morning: ITV1 programme featured Dolce Gusto's paid-for product placement
This Morning: ITV1 programme featured Dolce Gusto's paid-for product placement

During 80 hours of popular UK-originated soap, drama and reality programming shown between 23 April and 23 May, Dolce Gusto was on screen for 295 seconds – the time equivalent of almost 10, 30-second ads.

Wrigley's Gum was on screen for 270 seconds, with unpaid prop placement appearances in 'EastEnders' mainly, as well as 'Shameless', 'Hollyoaks' and 'Law & Order'.

The research was carried out by NMG Product Placement, which arranges prop placement and records and evaluates more than 6,000 brand appearances from 1,135 programmes, on more than 20 TV channels.

NMG arranged prop placements for many of the brands ranked in the top 20 by screen time, including Wrigley and Blackberry Bold, which had 148 seconds.

BlackBerry's time included a 25-second appearance on 'The Apprentice', as well as time on ITV soap 'Emmerdale' and BBC's 'Waking the Dead' and 'Waterloo Road'.

Nokia and Apple also placed in the top 20, while several alcohol brands – including Bulmer's, Foster's and Bombardier – appear thanks to exposure in the major soaps and 'Two Pints of Lager'.

The data does not measure the prominence of the products or brands during the screen time, or how big the watching audience was.

Some brands in the top 20 appeared via prop-placement deals and some by serendipity – Dolce Gusto was the only one to have agreed a paid-placement deal.

The estimated £100,000 deal was agreed in February between Nestlé, its media agency Mindshare, and ITV, and made history as the first paid-product placement deal on a UK-produced television programme, following the relaxation of regulations. 

Top 20 brands appearing in product placement
Dolce Gusto 295 ITV's This Morning paid for
Wrigley's Gum 270 Predominantly EastEnders, also Shameless, Hollyoaks, Law & Order
BlackBerry Bold 148 25 second feature on The Apprentice also Case Sensitive, Waking the Dead, Vera, Waterloo Road, Emmerdale
Bulmer's Cider 131 Predominantly Emmerdale, Coronation Street, Shameless and BBC 1's Exile
Fosters 114 Predominantly Emmerdale also BBC 1's Exile
Gordon's Gin 113 Predominantly Emmerdale, Two pints of lager, Hollyoaks also BBC 1's Exile
Kleenex Tissues 92 Predominantly Eastenders, Waterloo Road, Coronation Street, Vera"
Bombardier 89 Predominantly in Two pints of Lager
Relentless 85 Emmerdale
Love me Naked 84 Hollyoaks salon and Two Pints of Lager
Carlsberg 84 Vera, Emmerdale, Casualty, Coronation Street and Two Pints of Lager"
Chrysler Voyager 81 BBC1 The Apprentice
iPhone 80 BBC1 The Apprentice, Emmerdale, Exile, Case Sensitive, Holby City
Fairy Liquid 79 BBC1 Life Of Riley, Waterloo Road, Hollyoaks, EastEnders, Coronation Street, Casualty
Royal Mail 77 Masood Ahmed, postman, EastEnders
Nokia Mobile 76 EastEnders, Coronation Street, Vera, Waterloo Road ,Doctor Who
National Lottery 73 EastEnders, Coronation Street, Hollyoaks, Emmerdale, Law & Order, Waking the Dead"
Neal Voice Recorders 73 Vera, Hollyoaks, Doctors, Lewis,
Dr Pepper 73 EastEnders, Lewis
Kronenbourg 72 Two Pints Of Lager
Adidas Clothes 71 Two Pints Of Lager, EastEnders Hollyoaks, Coronation Street, Lewis

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs


Oxis Media to roll out Jack FM brand across UK

Oxis Media to roll out Jack FM brand across UK

Oxis Media, the radio business run by Donnach O'Driscoll, has bought the rights to offer the Jack FM brand across the UK and Europe.

Pepsi destroys London in viral prank

Pepsi destroys London in viral prank

Taking the ordinary and making it extraordinary gets our vote every time. And it doesn't get more ordinary than a bus stop, and more extraordinary than an alien invasion. The Pepsi prank is the best big brand stunt we saw today, but only because McDonald's didn't think of producing a Big Mac slanket. A missed opportunity.

Daily Mail's financial update confirms tough press market

Daily Mail's financial update confirms tough press market

The UK's press market has had another tough trading start to the year, with widespread falls in print circulations and advertising spend, as typified in a financial update by the Daily Mail & General Trust today.


Get news by email