Share of marketers using product placement to raise TV reach in the U.S. 2021-2022

Published by
J. G. Navarro,
Aug 24, 2023
During a 2022 survey, approximately 57 percent of responding senior marketing managers who used TV advertisements and commercials reported turning to product placement to provide additional reach to TV ad spending. A year earlier, the share fell behind 28 percent.

Percentage of marketers using TV advertisements and commercials to whom product placement provided incremental reach to TV ad spending in the United States in 2021 and 2022

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Sources

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Release date

August 2023

Region

United States

Survey time period

2021 and 2022

Number of respondents

277*

Special properties

among senior marketing managers or people occupying positions above with direct responsibility for marketing spending and innovation at their companies

Supplementary notes

* Number of respondents in 2022.

The source does not specify the survey type.

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Marketers' perspective

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Consumer perception

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Product placement worldwideOutdoor advertising worldwideCTV advertising in the U.S.TV advertising in EuropeNetflix advertising
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