How much is product placement worth?
How much is product placement worth IS the quintessential million dollar question. I have looked high and low for how to quantify this, usually piecing together bits of wisdom from here or there, or basing it off of old ad models I knew. I could never find anything concrete.
But! In this past issue of NYTimes Magazine (9.17.06) I found a FORMULA!
"Free Ride: What a movie can do for a venerable brand - and vice versa" by Rob Walker
The article talks about the Wonder Bread/Talladega Nights tie-in. While Wonder Bread didn't pay for the integration, they did support it with MEDIA.
Exposure = CASH!!!
In paragraph one the article reads "a marketing cosultancy called Joyce Julius & Associates issued a press release saying that " 'the Wonder Bread logo appeared clear and in focus for 11 minutes and 32 seconds (11:32), while the brand was also mentioned on two occasions by the actors,' and that, it asserted, added up to media exposure worth $4.3 million."
This, my dear independent filmmakers, is a FORMULA for product placement.
When you go to their press release, they do a really handy little chart!!!
But, basically, they value product placement as follows:
1 second of clear and distinct logo = $6,000
Brand Mention = $60,000
Go check out the press release and, Thank You, Joyce Julius!
http://www.joycejulius.com/PressReleases/pr_Aug_7_2006.htm
But! In this past issue of NYTimes Magazine (9.17.06) I found a FORMULA!
"Free Ride: What a movie can do for a venerable brand - and vice versa" by Rob Walker
The article talks about the Wonder Bread/Talladega Nights tie-in. While Wonder Bread didn't pay for the integration, they did support it with MEDIA.
Exposure = CASH!!!
In paragraph one the article reads "a marketing cosultancy called Joyce Julius & Associates issued a press release saying that " 'the Wonder Bread logo appeared clear and in focus for 11 minutes and 32 seconds (11:32), while the brand was also mentioned on two occasions by the actors,' and that, it asserted, added up to media exposure worth $4.3 million."
This, my dear independent filmmakers, is a FORMULA for product placement.
When you go to their press release, they do a really handy little chart!!!
But, basically, they value product placement as follows:
1 second of clear and distinct logo = $6,000
Brand Mention = $60,000
Go check out the press release and, Thank You, Joyce Julius!
http://www.joycejulius.com/PressReleases/pr_Aug_7_2006.htm
posted by amanda at 5:27 PM
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