It is too early to describe product placement in the UK as ‘a flop’, media buyers have said, despite only six product placement deals having been signed in the UK since regulation was relaxed in February.

On the whole, brands have so far failed to pay to place their products within television, although Channel 4 is expected to announce two deals based around Hollyoaks in the near future.

“It’s probably a little early to pronounce it a flop,” said Murray Calder, director of MediaCom Edinburgh. “It’ll take some time for the industry to adjust to and realise the opportunities PP might afford. One key challenge is in measurement and evaluation. Until there is a recognised and reliable way of measuring the return on paid product placement investment it’ll be a riskier investment for any brand manager to make than more tried and tested advertising vehicles.

Charlotte Bell, director of Feather Brooksbank agreed that it was too early to write off product placement as an opportunity for brands in the UK, revealing that clients had shown ‘a great deal of interest’ in it.

“The best product placements are those based on partnerships, like Alberto Culver Tresemme and Britain and Ireland’s Next Top Model on Sky Living.  Clearly the brand and programme are a fantastic fit but it’s part of a broader picture including broadcast sponsorship and franchise and licensing deals.  Relationships like this take a great deal of time and effort to build. Another key reason for the slow take-up is that all advertising spend has to be accountable, and whilst ITV in particular have identified models to value product placement, we need to able to understand exactly what it delivers in terms of return on investment before many clients will take the plunge.  So, clients are interested in Product Placement and agencies are recommending it, just give it a little more time before it gains momentum and becomes commonplace,” added Bell.