Product Placement

Product placement raises brand awareness with our engaged audiences. The results of effective product placement can help brands increase consideration and change perceptions of their products and services.

To advertise with us, email
brand@virginmedia.ie

Product placement is a great way of educating viewers about your brand. It has the power to change opinions, provide ideas and inspiration for viewers, or validation for purchase choices.

  • A key benefit of product placement is that it can show a brand in a familiar environment. Our viewers love for their favourite show or character - that can rub off on a product featured within this content
  • Product placement works in a similar way to sponsorship and is often used to compliment it
  • Product placement works best when part of an integrated solution. Nielsen have found that spot ads paired with product placement generated double the recall and double the purchase intent

How can I ensure the placement is authentic?

As the first Television Broadcaster to bring product placement to the Irish marketplace we have nearly twenty years’ experience in creating positive and genuine placements. Throughout the process we work closely with our producers to ensure any placement is a fit with our content and your brand.

What is digital product placement?

Digital editing technology can now be utilized to introduce or change product placements in post-production. We currently work with Academy Award-winning Company Mirriad through their computer vision and AI-powered platform.

How does the audience know if product placement has been featured?

We currently display a logo containing the letters PP before, and during, programmes containing product placement. We also list the names of companies that have provided products and services included in a programme in the end credits.

Where can you use product placement?

Product placement is permitted in films, sport, TV drama, and light entertainment shows, while restrictions apply to children’s programming, docu-drama series and talk’s shows featuring more than 20% news and current affairs elements.

What are the rules for product placement?

Product Placement must comply with general rules of the BAI’s commercial communications codes. It cannot influence editorial, must be editorially justified and not be given undue prominence.

There are additional restrictions on some brands such as medicine, tobacco products/ cigarettes and or product or service that is not permitted to be promoted under the BAI’s commercial communications codes.

Click here for the General Commercial Communications Code.

How is it valued?

We work with a third party full-service brand analysis and research company. They provide a transparent and accurate product placement tracking and third party valuation.

Virgin Media Solutions has worked with brands such as:

Lyons
Lidl
Casillero
Coca Cola
Unilever
Costcutter

Featured on shows such as:

showhouseshowdown
irelandsgottalent
gogglebox
redrock