Survey: 90% of TV News Producers Prefer One Mention of a Product Per Brand

Number one reason for using branded SMTs is need for content

By Tim Baysinger -- Broadcasting & Cable, 6/20/2011 3:07:28 PM

According to recent survey conducted by Vidicom, 90% of TV news producers said they prefer only one mention per product per brand when using branded Satellite Media Tours (SMTs).

The survey, which polled producers in the top 20 TV markets, found that while the number one reason for using SMTs is the need for content, half of the producers surveyed only want one product mentioned for each branded segment. Producers said that they will tolerate embedded product only if they are unable to produce the content themselves and it is compelling enough.

"Brands spend millions of dollars each year on talent and production for satellite media tours, but often forget that more than one brand mention per product can be a turn off and result in a segment being sent into the ether," said Christy Ferer, CEO/founder, Vidicom.

The survey also discovered that anchor-expert interaction is key to getting branded segments on the air. "Our on-air reporters need to have time to ask questions and be able to get a word in so that we can provide our audience with informative info not just product plugs," said one producer from WTOL Toledo.