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In-Program Performance
Measuring television product placement is inherently complex. Multiple types of placements and sponsorships are executed differently on a show-by-show basis. While tracking placement attributes and audience size gives some insight, understanding performance against actual viewers is the only way to truly value product placement.
In-Program Performance tracks product placements, sponsorships, and branded entertainment on all broadcast and major cable networks during primetime. In addition, the service measures viewer response each and every day, delivering valuable insight into brand recall and brand perception. Our system quantifies the metrics marketers need to effectively gauge placement performance.
Uncovering Insights
In-Program performance metrics deliver valuable insight into brand recall and brand perception, helping you to:
- Determine a brand's most effective forms of sponsorship and placement programs
- Track the performance of your competitors' product placements
- Select shows with the highest placement performance against your target audience
- Value placement and sponsorship deals based on historic product category and show genre norms
- Measure combined effectiveness of product placement and advertising
In sum, In-Program Performance delivers against the bottom-line needs of marketers engaged in product placement and sponsorship programs — assessing whether or not your in-program efforts are effective against actual, real life target viewers.
Performance Data
We measure viewer response by collecting over 80,000 surveys daily about the product placements viewers saw the night before, compiling key performance metrics such as:
- General recall — percentage of viewers able to recall the program content surrounding an in-program occurrence
- Brand recall — percentage of viewers able to identify the brand/product
- Fit — percentage of viewers who view a placement as fitting "seamlessly and naturally" into a program
- Brand Opinion — percentage of viewers who report an improved opinion of the brand based on seeing/hearing the placement
In-Program Performance also records tracking data consisting of 20 attributes for each product placement and sponsorship occurrence, including exposure type, show genre, duration, brand clarity, type of use, etc. By correlating these data points with an occurrence's performance metrics, marketers can identify the types of placements and sponsorships that are most effective for their brands.
The result is a powerful service that enables you to establish product placement best practices and calculate ROI for your brands. Please contact us to learn more about Nielsen IAG and our In-Program Performance service.
"We also use IAG Research, which tells us more about brand breakthrough, recall and the likeability of our spots. IAG also allows us to start to look at how individual creative breaks through differently in different environments — if we're in a drama versus a comedy versus a sporting event, for example."
Jim Hedleston,
Vice President of Global Brand Media and Content Distribution,
American Express
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