Background The Nescafe Dolce Gusto “pod” coffee machine was the 1st commercial product placement (PP) in the UK, appearing in the cookery section of This Morning on 28th Feb 2011. In partnership with Mindshare and Nestle, ITV commissioned research to measure the effectiveness of the (passive unbranded) placement in June 2011 (after 3 months activity) amongst a target consumer group of ABC1 coffee drinkers.
How we did it *Source :Nescafe Dolce Gusto Product Placement Research June 2011
Findings for This Morning Over 80% were aware of PP within TV programmes and This Morning viewers were twice as likely to claim they had seen PP. 30% of all This Morning viewers knew there was PP within the programme Over 8 in 10 This Morning viewers felt the coffee machine fitted within the programme and 90% thought it was an appropriate placement 23% of This Morning viewers thought the placement was an improvement for the show
Findings for Nestle In general, This Morning viewers were more positive in attitude towards the coffee machine with 30% very likely to buy a coffee maker in the next year (twice as likely as non- viewers) – 50% of these were likely to buy a pod coffee maker 60% of all This Morning viewers mentioned “coffee” or a “coffee machine” when asked about PP and 10% specifically mentioning the brand (Nescafe and/or Dolce-Gusto) Nearly 40% of This Morning viewers said their interest in buying a Nescafe Dolce-Gusto coffee machine increased due to the PP with 20% considering buying one