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Top Product Placement Monthly Insights – June 2023

key takeaways

  • For some networks and streamers, unscripted content is their best performing content, but for networks and streamers who primarily deliver scripted content, how will they adjust for the discrepancy of delivering scripted content? Brands may need to consider shifting focus to unscripted content during this period. 
  • The race to streaming profitability is still going strong with veteran streamer, Netflix, reaping its rewards from strategic changes during late-2022 and early-2023.  
  • The industry’s a-changin’ and measurable results are top priority for marketers everywhere. Research experts over at YouGov have introduced a new measurement tool, YouGov PQS, that’s helping the product placement industry understand performance in a more definitive way. 
  • Some folks are having a difficult time accepting the use of AI in their field of work – and rightfully so – but as creatives begin to dabble in AI’s capabilities some are finding solace in knowing it lacks originality.  
  • Representation remains top of mind for consumers, and a recent study from Samba TV reveals it’s a deciding factor when choosing what to watch next. While the next season of that hit show may be in someone’s queue, it may very well be passed over for something a bit spicier. 
Black Mirror Season 6


64% OF MAJOR STREAMING IN 2022 WAS SCRIPTED, STUDY FINDS

As the writers’ strike continues, both linear and streaming TV will need contingency plans for new content. For streaming this is mostly due to platforms’ heavy reliance on scripted original content. Diesel Labs, a content research company, found that 64% of all nine major premium streaming platforms’ TV and movie programming releases in 2022 were scripted (and 36% unscripted). Diesel Labs measures engagement and programming volume. Read more


TAKING STOCK OF STREAMING: NETFLIX’S AD TIER GAINS MOMENTUM, MAX MAKES ITS DEBUT, AND PARAMOUNT+ GETS A HELPING HAND

Netflix’s ad-supported tier had a rocky start but after a few fixes to the consumer and advertiser experience, the streamer is experiencing successful growth. HBO’s early streaming reputation made us nervous for the launch of Max, but with minor tweaks and updates the new platform has received overall positive sentiment. Each new change poses its own new challenge, but are streamers strategically and financially equipped to establish profitability? We have a feeling 2023 will continue to be a challenging year for all. Read more


AN INTRODUCTION TO YOUGOV PQS AND VIEWERSHIP DATA

The new YouGov PQS tool combines a quality score – known as a Placement Quality Score (PQS) – with streaming audiences to help value a product placement. This new tool is the beginning of a new era of measuring the ROI of Entertainment Marketing with Product Placement, providing high caliber decision making metrics that help capture both reach and quality of placements within streaming content. Read more


‘BLACK MIRROR’ CREATOR HAD CHATGPT WRITE AN EPISODE AND IT WAS ‘S—‘: ‘THERE’S NOT ANY REAL ORIGINAL THOUGHT HERE’

Black Mirror creator, Charlie Booker, took ChatGPT for a spin by asking it to write an episode of the hit show. To sum up Brooker’s experience in the most ironic way possible, the creator found himself looking at the Black Mirror version of Black Mirror scriptwriting while the ChatGPT-scripted episode was unusable, it helped Brooker in pointing out several cliches of the anthology series. Read more


REPRESENTATION IS A DECIDING FACTOR IN CHOOSING WHAT TO WATCH

Samba TV released a new report, “State of Diversity in TV” that revealed cast diversity as a key deciding factor for some audiences and found some audiences- notably Hispanic and Asian audiences – are underrepresented in the top 50 TV programs in the U.S. “The data shows that greater on-screen representation will tend to increase viewership overall and among diverse populations,” said Samba TV CEO and co-founder Ashwin Navin. Among other key findings, the report revealed that streamers like Netflix are leaning into diverse representation in their content. Notably, the most diverse streaming shows were all Netflix originals. Read more

Special thanks to Angelica Morris for her contributions to this edition of the Top Product Placement Monthly Insights.

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