90% don’t recognise Product Placement symbol
June 20, 2011
Over 90 per cent of Brits do not recognise the product placement logo introduced to programmes earlier this year to warn viewers when an advertiser has paid a broadcaster to push its wares, according to research published by Populus.
As part of the relaxation of product placement rules, broadcasters have to show a bold “P” logo before and after TV shows that involve product placement deals. A major TV campaign was run across the main broadcasters to raise awareness of the logo and the concept of product placement.
However the study from Populus has found that 75 per cent of more than 2,000 adults surveyed did not have a clue what the “P” product placement logo stood for when shown it.
The survey found that 11 per cent thought the symbol related to parking, 2 per cent thought it was some sort of pay point, and 1 per cent thought it was related to the online payment company Paypal.
Just 9 per cent of those surveyed correctly identified the symbol as relating to the official product placement symbol used on TV.