Channel 5

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Product placement research


Channel 5 were keen to establish the effectiveness of the product placement campaigns used within Big Brother, alongside sponsorship and other elements of the campaign.

How did we research the product placement?

As product placement is a very subtle form of advertising we utilised neuroscience and eye tracking which allowed us to understand exactly how people responded to the campaign rather than just relying on recall. Alongside this we all carried out a large quantitative study which gave us solid data showing responses of those who watched Big Brother compared to those who didn’t.

What were the results of the product placement research?

Our specialist TV research unit,, were able to prove the effect of product placement and its influence on those who watched the programme. Through the eye tracking we could see exactly which images drew the viewers’ attention and through neuroscience we could see the difference in viewers’ responses to certain items having been exposed to them during the programme.

For more information please contact Penny Browell, Research Director:

Penny has spent more than 15 years working in Broadcast Research and the only thing she likes more than good programming is watching it with her three kids. Before setting up our specialist TV division,, she worked for several broadcasters and her roles included Research Manager at BBC1, International Research Manager for Discovery Channel, and Media Analyst at the EBU.'s current clients include the BBC, ITV,C4, Channel 5, Sky, MTV and others. Penny is an experienced qualitative moderator as well as enjoying getting knee deep in data.


“When researching product placement for Big Brother they used some new more innovative methodologies including eye tracking and neuroscience which enabled us to gain a detailed insight into the effectiveness of the campaign. Penny’s understanding of TV research and her team’s enthusiasm and professionalism are invaluable and I have no hesitation in recommending their services to others”

Matt Hill, Channel 5