PQ Media releases exclusive research on Product Placement.
Value of Product Placements in Other Media Besides Television and Film is Projected to Grow 18.1% to $384.9 Million
While more than 90% of product placement dollars are spent on television and films, savvy advertisers and marketers are also turning to other media, such as magazines, newspapers, videogames, the Internet, recorded music, consumer books and radio, to reach increasingly elusive audiences with their messages. The broader media industry shift toward alternative marketing methods will drive product placement spending in other media up 18.1%  to $384.9 million, according to exclusive research released today by PQ Media, a custom media research firm.

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Key Highlights


  • Product Placements in Videogames, Internet and Recorded Music Will Drive Growth in the “Other Media” Sector  and Over the Next Five Years.
  • Product Placement Spending in Other Media Grew 19.9% to $325.8 Million.
  • Videogames is projected to be the fastest-growing segment of the seven that comprise the other media sector, as the value of videogame placements surges 22.2% to $40.4 million by the end of the year.
  • The value of Internet placements is forecast to grow 21.8% to $35.0 million.
  • The value of recorded music placements will increase 19.2% this year to $30.4 million.
  • Product placements in the largest other media segment – magazines, including consumer and business-to-business titles-is projected to expand 17.5% to $160.9 million, adding the most dollars of any other media segment.
  • The value of newspaper placements is expected to grow 16.9% to $65.0 million.
  • The value of consumer book placements will increase 12.7% to $26.6 million.
  • The value of radio integrations will rise 15.1% to $25.8 million.
  • Another key trend in the other media sector is the growth of paid placements compared with barter and gratis arrangements…The share of paid placements in other media increased from 7.2% in 1999 to 13.5% last year, and is projected to reach 17.4% this year, as competing marketers become more willing to pay for placements and media producers increase rates to coincide with demand.