Global Product Placement Spending Forecast 2012-2016

  • ID: 2358431
  • Report
  • Region: Global
  • 63 Pages
  • PQ Media
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This report provides exclusive forecasts and historical spending, trends and analysis available no place else.

Paid product placements - they're hard to miss, by design. That's why brand marketers will spend an estimated $8.25 billion on them worldwide in 2012, rebounding solidly from the $6.25 billion spent in 2009 during the Great Recession.

This comprehensive product placement intelligence report continues to set the standard for spending measurement and analysis by channel, market and region for this highly visible and growing industry. In a digitally connected mobile social world, with media multi-tasking and shorter attention spans, media content has become more social, interactive and engaging. This trend has led brand marketers to evolve their product placements beyond TV and film to include video games, online and mobile, as well as music.

The report finds the paid product placement to be a 'strategic must-have' in the consumer brand activation marketing mix. TV continues to dominate spending and digital platforms are the fastest growing. The U.S. is the largest product placement market with a 64% share. China posted the fastest growth of 15 major markets covered. Worldwide, the report forecasts a sustained and accelerating growth path, anticipated to nearly double by 2016.

For this report analysts interviewed dozens of producers and examined hundreds of paid product placements to unearth the key drivers and trends having an impact on growth. Readers will find valuable brand-building insights and learn striking differences platform-by-platform, market-by-market, and culture-by culture.

Who Would Benefit From This Report

- Agencies
- Brand marketers
- Consultants
- Entertainment marketers
- Media companies
- Production studios

Scope

- 15 leading world markets
- 3 leading regions (Americas, APAC, EMEA)

Features

- Expansive market-level spending forecasts 2012-2016
- Historical market-level spending 2006-2011
- Television
- Film
- Internet & Mobile NEW
- Videogames
- Music NEW
- Other Media
- 39 Data Tables and Charts
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Note: Product cover images may vary from those shown
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Methodology
Definitions & Segmentation

1. Executive Summary

- Key Takeaways
- Global Product Placement Analysis, 2006-11
- Global Product Placement Forecast, 2012-16

2. US Product Placement

Key Takeaways
US Product Placement Analysis, 2006-11
- U.S. Television Product Placement Analysis
- U.S. Film Product Placement Analysis
- U.S. Videogame Product Placement Analysis
- U.S. Internet & Mobile Product Placement Analysis
- U.S. Music Product Placement Analysis
- U.S. Other Media Product Placement Analysis
US Product Placement Forecast, 2012-16

3. Global Product Placement
Key Takeaways
Global Product Placement Analysis, 2006-11

The Americas Product Placement Analysis, 2006-11
- United States Product Placement Analysis
- Brazil Product Placement Analysis
- Mexico Product Placement Analysis
- Canada Product Placement Analysis
- Rest of the Americas Product Placement Analysis

Asia-Pacific Product Placement Analysis, 2006-11
- Australia Product Placement Analysis
- Japan Product Placement Analysis
- India Product Placement Analysis
- China Product Placement Analysis
- South Korea Product Placement Analysis
- Rest of Asia-Pacific Product Placement Analysis 50

Europe, Middle East & Africa Product Placement Analysis, 2006-11
- France Product Placement Analysis
- United Kingdom Product Placement Analysis
- Italy Product Placement Analysis
- Germany Product Placement Analysis
- Spain Product Placement Analysis
- Russia Product Placement Analysis
- Rest of Europe, Middle East & Africa Product Placement Analysis

Global Product Placement Forecast, 2012-16 62

List of Tables and Charts

Executive Summary
1.1 Global Product Placement Spending by Region, 2006-11
1.2 Global Product Placement Spending & Growth by Market, 2011
1.3 Global Product Placement Spending by Medium, 2006-11
1.4 Global Product Placement Forecast by Region, 2011-16
1.5 Global Product Placement Forecast & CAGR by Market, 2016
1.6 Global Product Placement Forecast by Medium, 2011-16

U.S. Product Placement
2.1 U.S. Product Placement Spending by Medium, 2006-11
2.2 Shares of Product Placement Spending by Medium, 2011
2.3 US Television Product Placement Spending, 2006-11
2.4 Top 10 Primetime TV Shows by Product Placements, 2011
2.5 Top 10 TV Product Placements by Viewer Recall, 2011 23
2.6 US Film Product Placement Spending, 2006-11
2.7 US Videogame Product Placement Spending, 2006-11
2.8 US Internet & Mobile Product Placement Spending, 2006-11
2.9 US Music Product Placement Spending, 2006-11
2.10 US Other Media Product Placement Spending, 2006-11
2.11 US Product Placement Forecast by Medium, 2011-16

Global Product Placement
3.1 Global Product Placement Spending by Region, 2006-11
3.2 Americas Product Placement Spending by Market, 2006-11
3.3 Brazil Product Placement Spending, 2006-11
3.4 Brazil Product Placement Forecast, 2011-16
3.5 Mexico Product Placement Spending, 2006-11
3.6 Mexico Product Placement Forecast, 2011-16
3.7 Canada Product Placement Spending, 2006-11
3.8 Canada Product Placement Forecast, 2011-16
3.9 Rest of the Americas Product Placement Spending, 2006-11
3.10 Rest of the Americas Product Placement Forecast, 2011-16
3.11 Asia-Pacific Product Placement Spending by Market, 2006-11
3.12 Australia Product Placement Spending, 2006-11
3.13 Australia Product Placement Forecast, 2011-16 44
3.14 Japan Product Placement Spending, 2006-11
3.15 Japan Product Placement Forecast, 2011-16
3.16 India Product Placement Spending, 2006-11
3.17 India Product Placement Forecast, 2011-16
3.18 China Product Placement Spending, 2006-11
3.19 China Product Placement Forecast, 2011-16
3.20 South Korea Product Placement Spending, 2006-11
3.21 South Korea Product Placement Forecast, 2011-16
3.22 Rest of Asia-Pacific Product Placement Spending, 2006-11
3.23 Rest of Asia-Pacific Product Placement Forecast, 2011-16
3.24 Europe, Middle East & Africa Product Placement Spending, 2006-11
3.25 France Product Placement Spending, 2006-11
3.26 France Product Placement Forecast, 2011-16
3.27 United Kingdom Product Placement Spending, 2006-11
3.28 United Kingdom Product Placement Forecast, 2011-16
3.29 Italy Product Placement Spending, 2006-11
3.30 Italy Product Placement Forecast, 2011-16
3.31 Germany Product Placement Spending, 2006-11
3.32 Germany Product Placement Forecast, 2011-16
3.33 Spain Product Placement Spending, 2006-11
3.34 Spain Product Placement Forecast, 2011-16
3.35 Russia Product Placement Spending, 2006-11
3.36 Russia Product Placement Forecast, 2011-16
3.37 Rest of Europe, Middle East & Africa Product Placement Spending, 2006-11
3.38 Rest of Europe, Middle East & Africa Product Placement Forecast, 2011-16
3.39 Total Global Product Placement Forecast by Region, 2011-16
Note: Product cover images may vary from those shown
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Key Takeaways

- Total spending on global product placement, including paid placements in television, film, online and mobile platforms, videogames, music, and other media, rose 9.8% to $7.39 billion in 2011. The product placement segment failed to replicate the double- digit gains posted before the Great Recession, as the euro crisis led to a weak overall ad market in Western Europe, the March 2011 tsunami devastated the advertising market in Japan, and uprisings in the nascent Middle East markets led to a shutdown of advertising in many of those markets. Strong growth before the Great Recession and accelerating growth for the past two years compensated for a decline in spending in 2009, producing a 12.6% compound annual growth rate (CAGR) in the 2006- 11 period.

- In the US, the largest product placement market, spending increased 10.2% to $4.26 billion in 2011, driven by accelerated growth in product integrations in television and film. Solid growth during most of the 2006- 11 period fueled a 12.8% CAGR gain.

- Television is the primary medium that brands use for product placement, rising 10.9% in 2011 to $4.76 billion, representing a 64.4% share of the paid placement market. Relaxation of TV placements in Western Europe helped spur growth. Internet and mobile platforms was the fastest- growing medium in 2011, rising 27.9% to $188 million, propelled by a rise in placements on webisodes and social media.

- The Americas region, with the three largest markets, represented the lion’s share of spending on product placement in 2011, generating $5.84 billion in 2011, a 79% share of the market, while also registering the strongest growth, rising 10.4%. Asia- Pacific (APAC) is the second- largest global product placement region, with $811 million in 2011, but growth decelerated to 9.4% due to the impact of the Japanese tsunami on the paid placement market. The Europe, Middle East & Africa (EMEA) region continues to struggle due to the ongoing euro crisis, growing only 5.6% in 2011 to $739 million, despite new European Union (EU) regulations that allow paid product placements on television.

- Global product placement growth is expected to accelerate in 2012, climbing 11.7% to $8.25 billion, fueled by strong growth in product placements on TV in most countries and significant increases in product placements in digital platforms and music.

- In the US, product placement spending is projected to rise 11.4% in 2012 to $4.75 billion, and register an 11.2% CAGR from 2011 to 2016. Growth will be fueled by strong expansion in brand integrations on all media platforms, as marketers seek alternative methods to engage with target audiences who are shifting media consumption patterns.
Note: Product cover images may vary from those shown
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Note: Product cover images may vary from those shown
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