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| Dramas and Reality Shows: Safe Bet for Advertisers |
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Nielsen's latest report on advertising and audiences reveals dramas account for the largest share of viewership, timeshifting and ad spend during primetime, while reality shows are leaders in product placement.
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More half of all TV product placements during primetime were done on reality shows (4,664).
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Despite having more options than ever before, as far as genres and devices, viewers seem to still have a soft spot for the classic dramas, which currently account for the largest share of viewership, timeshifting and ad spend in primetime.
Nielsen's latest Advertising and Audiences study reveals viewers recorded dramas much more than any other genre, as they accounted for 58% of time-shifted viewing, followed by comedies (16%) and reality series (14%).
The report also reveals that 43% of time-shifted primetime broadcast programming is played back the same day when watching at home, and 88% is played within three days.
Advertisers are clearly taking note of this current TV consumption trends, as Nielsen also states US$ 72 billion was spent on TV advertising in the US in 2011, and US$ 14 billion was devoted to the five traditional primetime genres, with more half of all TV product placements during primetime done on reality shows (4,664).
So, as dramas take the lead in the ratings category, the product placement race is being won by reality shows. Nielsen's reports reveals the top 5 most recalled branded integrations in reality shows include Travelocity (Amazing Race), BTL Restaurant (Hell's Kitchen) and PEPSI (The X-Factor); while the top 5 most recalled brands in scripted series includes Purell, Twister and Dungeons and Dragons (The Big Bang Theory), Red Bull (Suburgatory) and Porsche (Two and a Half Men)
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