Product placement practices in prime-time television programmes in Hong Kong

ABSTRACT

Product placement research tends to show how product placements impact consumer behaviour but less research examines the nature of product placement execution. This is the first study to examine product placement execution in Asia focusing on Hong Kong prime-time television programmes. Specifically it explores the prevalence of brand appearances, characteristics of programmes linked to brand appearances, features of placed brands and products, modality of brand appearances, character interaction with placed products and the placement context. It was found that integrating brands in television programmes in Hong Kong seems to be well supported by advertisers, with one brand appearing in every 11 minutes of programming. Less than half of brand appearances were disclosed at the end of the programmes, while none were disclosed prior to the programme which raises questions about regulation of the practice. Results of the analysis provide useful insights into the practice of product placement in this fast growth context and its (dis)connection with existing product placement literature.