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Spotlight
Surveying the Truth:
Measuring Viewer Responsiveness to Product Placement on Television

Q&A; With Alan Gould, Founder and Co-CEO
of IAG Research

Listen to AUDIO of the Interview (30 minutes) >>
Read Detailed Highlights of the Interview >>



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  • Product placement measurement is on the minds of most branded entertainment professionals today. Determining whether a product placement is noticed, effective or deemed relevant by a TV viewer are essential to campaign success.

    We sat down with Alan Gould, the founder and Co-CEO of IAG Research, to talk about how his company's unique product placement measurement product gives advertisers, networks and brands important data and insights about what television viewers recall in the programming and product placements they watch, and ad effectiveness.

    Listen to AUDIO of the Interview
    (30 minutes) >>

    Read Detailed Highlights of the Interview >>

    Mr. Gould shares information about the following:
  • Overview of IAG's Product Placement Measurement Service and Clients
  • How Advertisers, Marketers and Networks Use This Service to Make Decisions
  • What Measurement Metrics are Collected and What They Mean
  • Who are the Panelists and How Data is Collected From Them
  • Which Networks/Shows IAG Monitors and Measures
  • How Different Types of Product Placements are Measured
  • How to Determine ROI
  • Differences Between IAG's and Nielsen's Services
  • Biggest Questions Brands Have About Measurement
  • Trends in Scripted and Unscripted TV Product Placement
  • Shows Doing Branded Entertainment Right
  • How Different Demographics React to Product Placement
  • New IAG Measurement Services in the Pipeline

    Listen to AUDIO of the Interview
    (30 minutes) >>

    Read Detailed Highlights of the Interview >>

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