Movies and television have been using product placement for years. For a kickback from the manufacturer, the product appears onscreen and usually fits within the context of the scene. For example, someone might be working in an office, and there’s a FedEx envelope or a can of Coke sitting on his desk. This type of product placement makes sense and can even add to the realism of the scene. (It’s less distracting to have a can of “Coke” than a can of “Cola” that is made to look like a can of “Coke.”)
Anyway, with DVRs creeping into more and more households, advertisers (and television producers) are getting more and more aggressive with their product placement since they know many of their viewers are simply skipping the commercials. It’s a fine line between having reasonable and distracting product placement. If the CSI unit pulls up in a Toyota truck, that’s okay, but what the folks on “Eureka” are doing is ridiculous.
This season, “Eureka” started a joint campaign with Degree deodorant to shoehorn its logo into (seemingly) every episode. Most recently, there was the episode where Sheriff Carter kept living the same day over and over and, you guessed it, he kept pulling a stick of Degree out of his medicine cabinet. And it’s not like the stick is just sitting there in the background. The first time he pulled it out, we were treated to a two- or three-second closeup… of a stick of deodorant! Then there was the episode where Zane was working in his lab and Fargo came to him with a favor. Mysteriously, there was a stick of Degree sitting on Zane’s desk. Once again, we were treated to an inexplicable closeup. Later in the same episode, there was a scene in a larger room and in the background there were metal crates with the Degree logo on the side.
When does it stop? The shoehorning of the Degree logo into every episode has become a joke between me and my wife, and we’re seriously considering dropping the show from our watchlist because the product placement is so cheesy and distracting. Moreover, I’m actually less likely to buy Degree deodorant because the product is ruining a good show.
And I’m not alone in this. TV Guide’s website posted a jeer from one of its readers.
Jeer to Eureka, one of my favorite shows, for indulging in product placement. This season, the producers apparently came to an agreement with the makers of Degree deodorant to display their logo at every opportunity. Not only is it disappointing, but it is annoying, and distracting to deal with in an otherwise quality show.
In the associated poll, 45% agreed with the jeer, 15% disagreed, while 40% said it was a “Jump the Shark” moment.
In total, 85% of respondents find the product placement distracting. So is it worth those extra advertising dollars if you’re irritating 85% of your audience?
Doubtful.
