Advertisers told product placement will not replace prop placement

ITV's Rupert Howell speaking at ISBA 2010
ITV's Rupert Howell speaking at ISBA 2010

LONDON - The anticipated lifting of the ban on product placement on British TV will not undermine the current system of unpaid prop placement available to brands, according to ITV's commercial leader Rupert Howell.

Speaking at the 2010 ISBA Annual Conference, ITV's managing director of brand and commercial attempted to reassure marketers any change to the current system will not result in prop placement being closed off and them being driven into paid-for product placement by broadcasters.

Taking the US where the practice is well established by way of example, Howell said: "We envisage product placement as an incremental development additive, not substitution, to prop placement.

"Free prop placement is already widely used in UK programming and will continue. What happens [in the US] is that the two systems happily co-exist. One gives greater control of prominence to the advertiser versus the other."

Howell also told the room of more than 250 media and advertising delegates that, if the change to the broadcasting code were passed by Ofcom later this year, product placement would represent another avenue available to them, but would rarely be pushed as a solution in itself.

"It will not often be sold as a solo sell," he said. "That's not what happens in the United States. It's part of an overall brand package.

"Controlled product placement is just one of the ways in which UK broadcasters can innovate in their offer to advertisers.

"We want to give you all sorts of choices, combinations and opportunities to reach your target audiences in the most efficient way possible for you."

At the start of the year, ISBA, the trade body for UK advertisers, shocked the industry by not supporting initial proposals to allow product placement on television when announced by Labour's culture minister Ben Bradshaw.

In a submission, which ISBA itself recognised as a "perhaps surprising move", the association expressed fears product placement could lead to the double disadvantage of higher costs for advertisers and more complaints from the viewing public.

It stated prop placement, where branded products are used within shows to add realism for no cost, works for brands and has not generated a single complaint over the last 25 years.

Howell will be hoping his comments will go some way in allaying these fears because it would provide a welcome new revenue stream for broadcasters.

He admitted: "Product Placement's not going to transform our fortunes but every little helps."

"Even if it ends up in five years time being no bigger than the TV sponsorship market of around £100m, it's certainly worthwhile having and puts out producers and our creative industries on an equal footing with the rest of Europe."

Earlier at the conference, The Tory shadow culture minister Ed Vaizey, called product placement "the right direction of travel", adding "it's not about saving ITV, but helping to turn it around".

ITV's commercial chief's parting message for advertisers yesterday was clear: "We are open for business with clients."

In addition to the US, almost all other countries in the European Union already allow product placement.

The British Government has announced that if product placement is passed, it will regulate the areas of alcohol, HFSS foods and gambling more tightly than it regulates television spot advertising and sponsorship for those same categories.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message