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      A series of American studies have shown that viewers get irritated when they cannot clearly see the name of the airline in a movie or the brand of watch a character wears, for example.

      According to Gallup Media, movies and series will be one of the highest-rated programs on television. People prepare for their viewing and may even postpone all plans in adavnce. As Gallup’s per-second analysis shows, the rating of the ad block in the TV program is 40—60% lower than the rating of the program itself. When placing a product in a TV series or feature film, the viewer cannot avoid contact with the advertised product, since it is so strategically placed. Advertisers, who place their products in movies, are able to accurately determine the percentage of people who see the ad without the additional cost of expensive research and analysis. In short, the number of people who saw the product or service is equal to the number of people who watched the movie. This cannot be said about traditional advertising. Also, there are no expenses for coming up with the concept of the video, casting actors for it, and for the shooting itself.

      If we consider the Russian market of Product Placement, at this stage it is much more profitable to place the product directly in the movie than to conduct open advertising. This is due to the fact that recently there has been an increase in prices for placing TV ads by an average of 30—40% annually. Considering that such price increases will be present for another 5—6 years, only very large manufacturers will remain on the TV advertising market.