Rentrak has reached an agreement that looks to combine viewership data for brand integrations with effective metrics. The deal will have Rentrak’s second-by-second data linked with an analytics system run by iTVX, the multipurpose advisory firm in the brand integration space.
Frankie Heck settled into the driver’s seat of a new Volkswagen on a recent episode of ABC’s The Middle, caressing the steering wheel as celestial music played. Her face was a mask of such pure pleasure that you almost wanted to avert your eyes. Welcome to the world of product “integration” on prime-time television. Advertising within programs has gone beyond the mere placement of soda bottles on the table in front of judges. The Passat didn’t just pass by on the street during The Middle, it was a key part of the comedy’s story line.
The Peacock Network’s popular talent show America’s Got Talent included more appearances by outside brands in July than any other primetime show on broadcast TV.