The art of product placement

This form of media planning can be lucrative for cash-strapped broadcasters, but it needs time and a well-planned strategy, writes Siobhán Brett.

10th March, 2013
Fair City's local shop became a Spar in 2011, netting the broadcaster €900,000.

Since a ban on paid-for product placement was lifted in May 2011, it has become a growing revenue stream for Irish broadcasters. Income from product placement has been welcomed with open arms by cash-strapped stations, and it enabled them to fund programming that might otherwise be too costly.

TV3 is very aware of this. The station recently signed a fresh six-figure deal with Mondelez International (formerly Kraft Foods) for the Morning Show. It's a renewal of...

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