In the first global product placement study broken out by TV, film and other media, Stamford, Conn.-based PQ Media determined that $2.21 billion was spent in 2005 (all figures U.S.), and that double-digit pace will likely continue in years to come. According to the PQ Media Global Product Placement Forecast 2006, global paid product placement spending in TV, film and other media will climb another 38.8% to $3.07 billion in 2006, driven by the continued shift in the world’s leading markets toward a paid placement structure from a barter and added-value model.

The majority of spending in the U.S. and abroad is derived from five key product categories: transportation & parts, apparel & accessories, food & beverage, travel & leisure, and media and entertainment.

The U.S. is by far the world’s largest paid product placement market at $1.50 billion in 2005, up 48.7%, making Americans the world’s fastest growing market as well. Brazil and Australia are the next two largest markets for paid placement spending at $285.3 million and $104.3 million, respectively, in 2005. On the strength of its paid film placement market, France ranks fourth, followed by Japan. Penetration is moving slower in Europe due to stricter rules governing the use of product placement. But PQ Media’s Global Opinion Leader Panel believes this will change by year-end 2007, when the European Union is expected to liberalize restrictions on product placement. (Canada was not mentioned in the executive summary noted below and, frankly, MiC wasn’t inclined to cough up U.S. $1,195 for the full report – so we’ll just have to wonder how we rank.)

Although the share of barter and added-value arrangements is declining, these types of non-paid placements are still used often throughout the world. The overall value of the global product placement market, including the barter/exposure value of non-paid placements, grew 27.9% to $5.99 billion in 2005 and is projected to expand another 24.3% to $7.45 billion in 2006. PQ Media forecasts that global paid product placement spending will grow in the 2005-2010 period to $7.55 billion. The overall value of the worldwide product placement market, including the barter/exposure value of non-paid placements, will increase to $13.96 billion by 2010.

A free executive summary of the PQ Media Global Product Placement Forecast 2006 is available for download at http://www.pqmedia.com/global-product-placement-2006.html.

Montreal Franco – Adults 25-54
GRP Trend by Week – July 27-30, 2006

View the chart

Although David Kirkwood, VP sales & marketing for CHUM Television, declines to talk numbers, he says the return of The Ellen DeGeneres Show for a fourth season on September 4th is good news revenue-wise. ‘We’ve had a few other daytime talk shows that I’d say ‘controversial’ is probably the kindest way to describe them. Even if the ratings were good, they were what I call advertiser-repellant. In fact, we actually had some advertisers refuse to be on in those time slots.

‘The Ellen show is the complete opposite and I can’t think of a single advertiser that’s asked not to be in its time slot. It’s light enough, it’s accessible and – like Oprah, which isn’t ours – it’s positive in its tone. I think what distinguishes it as well is that it can be an efficient buy certainly for women 25-54, but also for all adults. It has a wider appeal and isn’t as sex-skewed as some other shows, which makes it better for us. Having said all that,’ Kirkwood adds with a laugh,’ I don’t want other networks bidding for this show. We want to keep it.’

NBC recently confirmed renewal of the daily talk show, which is syndicated by Warner Bros., for another three seasons, taking it through the 2009-10 season.

The idea that world history, and a lot of psychological fallout, can hinge on a single defining moment is the concept guiding Discovery Civilization’s two new four-part series. First up is Decisions That Shook the World, which premieres on September 28th at 8 p.m. ET/9 p.m. PT with ‘L.B.J. and the Civil Rights Movement.’ It continues over the following three Thursday evenings with shows about U.S. presidents John F. Kennedy, Franklin D. Roosevelt and Ronald Reagan.

Immediately following, on October 19th at 8 p.m. ET/9 p.m. PT, is a four-part companion series, Days that Shook the World, in which two events are linked by a common theme in each episode. First up is ‘The Coronation of Queen Elizabeth II/Death of Princess Diana,’ followed by ‘Black September/Lockerbie Bombing,’ ‘The Fall of the Romanovs/Fall of the Berlin Wall’ and ‘Assassination of J.F.K./Resignation of Nixon.’

This is the fourth installment of our ‘Rising Young Media Stars’ series, in which we profile the next gen media minds. Media pundits have been adamant that to succeed in the new mediaverse, agencies require new ways of thinking. Curious as to who these new thinkers were, and what they were thinking, strategy and Media in Canada canvassed the industry, asking media shops to single out their top innovative and strategic recruits – one of whom this continuing series will profile in each issue over the coming weeks. And we’re scouting for more of the same – so tell us about the hot talent in your shop.

Jeff Phaneuf
Supervisor, broadcast investments, ZenithOptimedia Toronto

Claim to fame: The Kia Canada product placement/integration in The Tournament on CBC.

Background: Jeff received an honours degree in communications studies from Brock University and did his third year, a practicum in advertising and PR, on exchange in Glasgow. He entered the industry in 2001and has been with ZenithOptimedia since 2004 working on Kia Canada, Corby Distilleries, and the XM Canada satellite radio businesses.