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NEW YORK Product placement in TV content boosts brand recognition by 20 percent, according to the results of a study released today by Nielsen Media Research.
The study found that 58 percent of viewers recognized a brand when viewing a product placement in combination with a commercial, compared to the 47 percent of viewers who recognized a brand exposed only to a commercial.
“This comprehensive study of the interaction of product placement and commercial messages demonstrates that product placement can represent a valuable enhancement to a media plan,” said David Poltrack, chief research officer at CBS and one of 14 charter subscribers that helped design and execute the study.
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