Apple Gets Free Product Placement in TV Shows, Movies
May 14, 2012 7:05 PM
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Apple's iPhone used in Mission:Impossible 4
Apple devices have made 891 appearances in TV shows in 2011, which is an increase from 613 appearances in 2009
Apple came, saw, and conquered many aspects of the tech world, but now, the Cupertino-based gadget maker is seeing its name in lights as it works to
Product placement in television and film has become a big deal for companies with devices to show off. The reason for this is that consumers are using DVRs and video streaming services more and more. DVRs allow users to bypass commercials, and video services like Netflix do not have commercials. Without television commercials, it's harder for companies like Apple to advertise their latest products.
That's where television shows and movies come in. Product placement within
the TV shows
and movies have become an increasingly important avenue in advertisement. It's not a new form of advertising by any means, but over time, tech giant Apple has made it a crucial part of its ad technique without paying a penny.
According to Nielsen, a global marketing and advertising research company, Apple devices have made 891 appearances in TV shows in 2011, which is an increase from 613 appearances in 2009. Also, Brandchannel, which tracks product appearances, reported that Apple products popped up in over 40 percent of movies that struck gold in the weekly box office in 2011. This is huge compared to most brands.
While most companies have to pay to have their products featured in a TV show or film, Apple has managed to do so for free by simply offering as many free iPhones, iPads, and Macs as needed.
"Apple won't pay to have their products featured, but they are more than willing to hand out an endless amount of computers, iPads and iPhones," said Gavin Polone, producer of HBO's
Curb Your Enthusiasm
. "It's kind of a graft situation."
Apple's product placement goes back to the 1990's when the PowerMac laptop made an appearance in
Now, the latest
movie is featuring about eight minutes of Apple products like iPhones, iPads and Macs. The approximate value of this screen time is $23 million.
Apple has the right idea with TV and movie product placement. According to Ace Metrix, an ad tracking firm, test audiences recently gave an iCloud commercial a 15 percent less favorable rating than previous commercials. With traditional commercials on the decline, free advertisement on TV and in movies seems to be the way to go.
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RE: Hope the Studio got their cut
5/15/2012 5:47:25 AM
Yeah, even when the show/movie blocks the Apple logo the devices still look sleek and clean. Much like Apple's design ethos with their devices of, "It shouldn't get in the way of the user experience," we also see this in something as seemingly simply as a photo shoot or an ad (whether in print, online, or video). These devices can work to amplify the appearance of a tech product as well as work to not distract the viewer from the intent of the ad. e.g., The advertiser wants you to see that a computer is being used to access their service with the focus being on their service, not on flashing neon or LED lights or garish lines that are par for the course on a host of non-mac systems. It will be interesting to see how Apple works to refine the MacBook Air design as we begin to see the ultra book knockoffs saturate the market.
"A lot of people pay zero for the cellphone ... That's what it's worth." -- Apple Chief Operating Officer Timothy Cook
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