Digest: Product placement gains


Paid product placement in the U.S. rose 44.5% to $2.2 billion last year and is forecast to jump another 33.7% to $2.9 billion in 2007, according to a research study released by PQ Media. The growth in global paid product placement was a bit less robust, increasing 37.2% to $3.36 billion in 2006, with a projected rise of $30.3% to $4.38 billion in 2007. The study is an updated version of one released in August to provide clients with individual reports on the 15 leading product placement markets in Europe, Asia and the Americas. The study found that TV placements remain the dominant choice of brand marketers, accounting for 71.4% of global spending in 2006 at $2.4 billion. Film placements comprised 36.4%, or $885.1 million of global spending in 2006.

Riding the red eye

AMC has created a customized advertising package for Johnson & Johnson, leveraging the network's library of films to promote J&J's Visine brand of eyedrops. The sponsorship commitment involves three movies airing this month that feature lead characters experiencing some sort of eye irritation -- "Down & Out in Beverly Hills," "Volcano" and "The Quick and the Dead." J&J will receive on-air presence for three weeks, including branded open and closes, packaged entitlement bumpers and integrated tune-ins around the films.

One world

New Line Cinema and Discovery have launched a nationwide cross-promotional campaign for the studio's sci-fi feature "The Last Mimzy" and the cable network's "Planet Earth" series. At more than 100 Discovery Channel Stores, shoppers can receive free screening passes for "Mimzy" or a mini-movie poster. There's also in-store signage as well as an e-mail promotion targeting more than a half-million registered Discovery Channel Store customers who will be able to view exclusive footage from the movie on Discovery's Web site. An exclusive preview of Discovery's 11-part series "Planet Earth" will be shown at 100 advance screenings of "Mimzy," which opens March 23, in the top 50 markets. The film and series contain similar themes about technology and the environment, the companies said.

IAG's Entner on call

IAG Research, which measures the effectiveness of TV advertising and product placement, has named Roger Entner senior vp communications sector. Entner will be responsible for strategic planning and growth of the sector that includes AT&T, Sprint and Verizon Wireless.

Grinding it out

Turner Broadcasting and Dimension Films announced a co-branded marketing campaign for Dimension's "Grindhouse" that will include a guest-host appearance by director Quentin Tarantino during TNT's back-to-back presentation of his "Kill Bill" films March 25. "Grindhouse," in theaters April 6, is a double bill of thrillers featuring Tarantino's "Death Proof" and Robert Rodriguez's "Planet Terror."