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NEW YORK Nielsen Media Research said today it is conducting a new study which will attempt to assess how and why TV viewers react to on-air product placements.
A handful of the ratings company’s clients will participate in the study, including Viacom networks CBS and UPN, Discovery Television, The Weather Channel, Interpublic Group of Companies’ Magna Global, Omnicom media agencies OMD and PHD, telecom company Sprint and Publicis Group’s ZenithOptimedia. NMR (like Adweek, owned by VNU) said the objective of the study is to determine how the context of a placement’s execution can impact response.
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