In an age where people watch content on-demand and have the power to skip ads, companies have sought after valuable product placement time in media instead. Product placement spending has nearly doubled since 2012 to $10 billion, according to PQ media. Landing product placement time can be lucrative, especially in popular shows. One way to work around this is to start your own streaming service, which isn't possible for every company but definitely possible for Apple.
With the recent release of Apply TV+, many people are looking to see how successful Apple will be in foraying into the streaming industry, as well as if they will use their platform to advertise their products. In Apple TV+'s flagship show “The Morning Show,” Apple products are shown in abundance. There is an average of 32 camera shots per episode in which an Apple product is visible, most commonly iPhones, MacBooks, and iMacs. Even the very first scene of the first episode starts with a MacBook and iPhone.
Apple has said that they are not pressuring "The Morning Show" producers to include Apple products, but the frequency with which Apple products are seen is too high to be coincidental. The only device that is not Apple-made is a flip phone used by one of the main character's father.
From an economic perspective, Apple's foray into the streaming services market is genius. Apple has struggled recently with a decline in phone sales and has accordingly begun to build services including Apple Music, Apple Pay, and Apple TV+. Although Apple TV+ only has 9 shows right now, Apple has access to a large audience, Apple product users, who may subscribe to the service and provide an alternative source of revenue.
I agree, it is very intelligent of Apple to use product placement in attempts to remediate the decline in sales. Additionally, I think that the reason product placement is so successful is because of the "halo effect." In other words, an individual might just positively associate a certain show with the products that are in it. Thus, if the consumer likes the show, the consumer will be positively influenced by the brand.
ReplyDeleteIt is definitely very smart of Apple to use Apple TV+ to promote their products, because consumers would much rather follow what their favorite TV show characters do than what commercials tell them to do. If Apple TV+ becomes popular and the shows gain large audiences that continuously see Apple products in the shows, they are more likely to be very receptive to Apple products. As commercials' successes have been fading, product placement is the smart choice for brands hoping to promote their services and products.
ReplyDeleteSource: https://www.wsj.com/articles/apples-gadgets-co-star-in-its-new-tv-drama-11573145328
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