For those of us who record programs or flip around the stations while watching live, viewing numerous shows at a time, product placement is a way to advertise without commercials. This has been going on since the early days of television and even earlier on the radio. Sometimes it is subtle and sometimes its not. Increasing revenue and subverting the time shifters seems to be the main reason for these ads.
Promotional consideration given during the credits or show sponsorship is nothing new. The episodes of Ryan's Hope from the 1970s airing on SoapNet mention how men's wardrobe comes from Barney's and early television had shows with their sponsors in the title like the Texaco Star Theatre and the Colgate Comedy Hour. They happen on a lot of shows from people calling their cell phones by a proper name (like the iPhone) to wearing outfits with a logo (see Tiger Woods who has Nike clothing).
Shows like American Idol with their sponsorships of Coke, Apple (iPhone and iTunes), AT&T and Ford have ads in the show. The Ford ads called "pimpmercials" by some net viewers highlight the singers doing a music video for different car models. The judges drink out of red cups with the Coke logo, performances can be downloaded from iTunes and when the voting information is posted AT&T is shown. If one watches that show, you can't miss it. American Idol is a huge moneymaker not only for the price of ads during the show, but the revenue it makes from the sponsors we see during the actual meat of the program. Would a model like that help daytime and over time we've seen these kind of techniques become more prevalent on them.
Guiding Light's Universal Studios Florida remote was an advertisement for the park. Seeing how it has changed may make people interested in visiting and with the economy as it is vacations are one thing many are sacrificing. While it may be impossible for Universal to measure whether their appearance on GL made an impact in visits, it did increase its visibility to those who watch the program. Back in 1996, GL visited there for Lucy and Alan-MIchael's wedding. They have also had ads for P&G products (corporate synergy) such as Duracell batteries and Pringles during the show.
This Spring All My Children teamed up with New York & Company (which used to be called Lerner's way back when) to wardrobe their actresses using outfits that are available in their stores. Not everyone can afford to dress like a soap star, but using such an outlet makes the pricing more accessible. This isn't AMC's first foray into this as ABC daytime has made jewelry available to the masses along with perfume that was sold at Sears (Charm). ABC soap characters also watch Disney movies.
The last two years in February (which is also heart month), ABC teamed up with Campbell's to promote the Go Red campaign. While advertising for Campbell's it was also for charity. Days of Our Lives advertised medications for cramps as part of the show and As the World Turns hair dye. These things don't seem to be going away, but over time I hope they are done more effectively.
Viewers trying to support shows in jeopardy may even engage in buying product placement items to show their interest. For example, Chuck fans bought $5 footlong sandwiches from Subway, told NBC and Subway (via contact cards) and explained how the in show ads convinced them to buy that meal.
Increasing awareness is important to advertisers and making a product part of a story is a great way to do this as not everyone will take the time to read the credits and notice a line of text touting promotional consideration has been provided by (insert company name). Then again sometimes that and a voice over is enough. Even all these years later I still relate Mikasa and As the World Turns though the sponsorship no longer exists.
Television can influence fashion, hair, car purchases and music, so why shouldn't it influence other decisions. If a character one likes buys a product maybe one will try it, though conversely if someone hates a character or connotes it to a bad event they may no longer want to use it. People so disgusted by things that happened on the "Celebrity Apprentice" in 2008, boycotted products mentioned on that show. I don't think shows want to think about that, but if a product is used by someone who is "uncool" it may be avoided, so programs have to be careful in their usage.
When people are watching a show, they may be more likely to buy a product mentioned on it. We see Coke, we become thirsty, we may decide to purchase it the next time we're at a store. This doesn't mean it always works, but television being a business tries to find revenue wherever they can. The extra money may help a struggling show stay in production or help convince a network they are worth the time on the schedule.
Product placement, love it or not, has become a necessary evil. If it keeps a show on the air, we'll just have to deal with it.
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