Product placement fueling TV clutter – brands now present more than half the time.

Marketer’s complaints about increasing clutter may be falling on deaf ears at the networks. A new report shows that after branded entertainment is factored into the equation, marketing messages account for 35 percent of every hour in prime time, a hefty load for marketers to drive their pitches through. In the most extreme cases, brand and advertising content can take up three-quarters of a “programming” hour. In the first quarter of 2006, an average hour in prime time included more than 17 minutes of commercials and over three minutes of product integrations–accounting for the 35 percent figure, according to TNS Media Intelligence.

In reality programs or unscripted programs, that figure increases to more than 40 percent in an average hour–with 18-plus minutes of commercials plus over seven and a half where product integration is apparent.

Typically, advertisers have objected to clutter caused by heavy commercial loads along with promos and other non-programming interstitials–all of which hampers their ability to break through with their messages. But with product integration on the rise–a recent ANA survey found that 66 percent of marketers are engaged in branded entertainment initiatives–the definition of clutter may be broadened to include the growing tactic, which exposes viewers to more commercialism.

Not surprisingly, reality shows on average had more than triple the product integration time of dramas and comedies. On average, unscripted shows devoted seven minutes and 39 seconds to branded integration, while scripted programs came in at two minutes and eight seconds.

In late-night programming–the Jimmy Kimmel-, Jay Leno-, and David Letterman-headlined shows–the combination of commercials and brand integrations accounted on average for over half the airtime. Over 31 minutes of an average hour was not devoted to celebrity interviews or live concerts, but to commercials and brand integration–22:46 to commercials and 8:41 to product integration.

Regular unscripted series in the first quarter with the highest levels of marketing messages–commercials plus product integration–included NBC’s “The Biggest Loser,” Fox’ “American Idol,” and CBS’s “Amazing Race.” Specials were ABC’s “Oscar Countdown” and CBS’s “The Price is Right Million Dollar Spectacular.”

In the scripted arena, series leading the pack were UPN’s “Get This Party Started;” CBS’s “Yes, Dear,” “King of Queens,” and “Love Monkey;” and NBC’s “Heist.” Three of those series were quickly cancelled: “Get This Party Started,” “Love Monkey,” and “Heist.”

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by David Goetzl
Courtesy of http://www.mediapost.com