Commercial breaks vs. product placement: what works for young consumers?

Abstract

The article presents the results of a quantitative marketing research conducted on young consumers from Braşov County regarding their perceptions about commercial breaks and product placement during the most important reality shows. The purpose of this research is to determine to what extent young consumers watch the evening shows and to what extent they remember the brands advertised during commercial breaks and product placement within the shows. For young consumers, the evening shows are time spent with family and friends. A large majority do not watch the commercial breaks and they mostly remember brands that also practice product placement during the shows. There is a direct corelation between numbers of shows watched and the percentage of consumers who remember the main sponsors for evening shows.