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UK’s first Product Placement Case Study 2011

Background• The Nescafe Dolce Gusto “pod” coffee machine was the

1st commercial product placement (PP) in the UK, appearing in the cookery section of This Morning on 28th Feb 2011.

• In partnership with Mindshare and Nestle, ITV commissioned research to measure the effectiveness of the (passive unbranded) placement in June 2011 (after 3 months activity) amongst a target consumer group of ABC1 coffee drinkers.

How we did it

*Source :Nescafe Dolce Gusto Product Placement Research June 2011

Findings for This Morning• Over 80% were aware of PP within TV

programmes and This Morning viewers were twice as likely to claim they had seen PP.

• 30% of all This Morning viewers knew there was PP within the programme

• Over 8 in 10 This Morning viewers felt the coffee machine fitted within the programme and 90% thought it was an appropriate placement

• 23% of This Morning viewers thought the placement was an improvement for the show

Findings for Nestle• In general, This Morning viewers were more positive in

attitude towards the coffee machine with 30% very likely to buy a coffee maker in the next year (twice as likely as non-viewers)– 50% of these were likely to buy a pod coffee maker

• 60% of all This Morning viewers mentioned “coffee” or a “coffee machine” when asked about PP and 10% specifically mentioning the brand (Nescafe and/or Dolce-Gusto)

• Nearly 40% of This Morning viewers said their interest in buying a Nescafe Dolce-Gusto coffee machine increased due to the PP with 20% considering buying one