Brand placement in scripted and non-scripted Belgian and US programs on Belgian prime time television

Abstract

Based on an extensive literature review into the characteristics of brand placements and their possible link to placement effectiveness, a brand placement coding framework is developed which, besides program genre and origin, registers the frequency and presence of three essential brand placement characteristics: (1) modality type; (2) prominence level; and (3) plot connection level. As such, this coding instrument can serve as a starting point for future effectiveness research. To explore the cross-cultural relevance of brand placement, a content analysis of one week of prime time television programs broadcasted in Flanders was conducted to examine the differences in frequency and type of brand placements between scripted and non-scripted US and Flemish (Dutch-speaking Belgian) television programs. While no differences concerning frequency were observed, types of brand placement differed significantly between program genres and countries of origin. Flemish marketers more often place their brands in scripted programs, while American marketers seek out placement opportunities in non-scripted programs more often. Overall, American marketeers integrate their brands more professionally in television content than Flemish marketeers, no matter the program genre. An agenda for future research is presented.