New research has shown that product placement in TV shows and films is recognised and accepted by UK consumers.

72% of respondents to YouGov’s late July survey say that they know what product placement is, and 46% say that having real products in TV programmes will make the programme look much more realistic.

The research showed that 25% of those aged 18 to 24 and 17% of respondents in the 25 to 34 age bracket said that their brand perception would become more positive if it was seen in a UK programme.  33% of people disagree that product placement negatively impacts the integrity of a TV programme, and 28% of respondents disagree that placements will make programmes look forced and awkward.

Adele Gritten, head of media consulting at YouGov, said: “We’re all consumers of brands, and as long as placements aren’t too overt, it’s very realistic for us to experience the same household brands in the programmes we watch – perhaps more so than in the standard commercial break.

 “The last five months demonstrate a remarkable turnaround in the fortunes of product placement in the UK, and signal a coming boom in what consumers tell us is a natural and engaging means of brand promotion.”

ITV, ITV2 and Sky 1 are regarded as the channels where it is most appropriate for product placements to be shown.  Food and everyday household appliances are considered the most appropriate products for placement with cereals (51%) the most popular, followed closely by household appliances (49%), milk (48%), biscuits and kitchen products (both 47%), hot drinks, cars and sauces (46% each).