‘TROLLIED’ Product Placement Analysis

Sky One Programme: ‘TROLLIED’

Product Placement Analysis

Series 1 – Broadcast:

4th August – 15th September 2011

A report by NMG Product Placement, Pinewood Studios

Authors: Sarah Curran and Chloe Thompson and the NMG Team.

Research Overview

Sky One’s new comedy series, ‘Trollied’ starring Jane Horrocks was broadcast from 4th August -15th September 2011 with repeats on Sky Two.

In pre-production Sky One sought ‘paid for’ product placement deals for the brands needed to dress the principal ‘Trollied’ set: the ‘Valco’ supermarket – “Valco Serves you Right”.

‘Paid for’ pricing was flexible with the suggestion of a minimum buy in figure; the ‘true media’ value being calculated after broadcast subject to a maximum cap.

NMG is not aware that any ‘paid for” deals were completed.

Aside from commercial advice concerning the ‘paid for’ proposition, NMG Product Placement also advised its clients that Ofcom’s Guidelines regarding no undue prominence or product promotion would legislate against significant results.

Further, being a supermarket set, a wide variety of brands and displays would be required for authenticity. Thus, if one brand paid for inclusion, competing brands could also be present without cost. Since Ofcom requires editorial integrity to be maintained intact the free competing brands might well receive serendipitous high level appearances better than the ‘paid for’ brands.

The key set was built from scratch in ‘The Bottleyard’ production facility, just outside Bristol. In the event the set was dressed by ‘free prop supply’ product placement and by the production directly seeking free props from manufacturers.

See the video of the Trollied set being built at:

http://www.thebottleyard.com/trollied

Photos: NMG’s James Warren

Trollied opened to viewing figures of 1.5 million before shortly settling down to around 400,000 viewers per episode, a further two series plus a Christmas special have been commissioned as part of Sky’s commitment to investment in new comedy.

http://sky1.sky.com/trollied/valco-served-you-right-trollied-to-return

Using NMG’s proprietary system Tracker™ 2011 NMG viewed and analysed all 8 episodes in the series with a running time of 22 minutes 30 seconds per episode.

The following charts show the brand exposure that resulted.

NMG’s clients gained over 52% of the overall exposure. In addition, two of NMG’s clients received verbal brand mentions with a Tracker™ 2011 media value total of £8k+.

The majority of other placements amounted to only 1 or 2 star ratings due to their use as background dressing. The series is shot with the intention to depict the ‘naturalistic’ scenarios unfolding in the supermarket and therefore the camera rapidly pans across products and certain brands are unidentifiable due to the camera depth of field.

SHARE OF VOICE DATA on Trollied, Sky One

Company by Media Value

Company

Media Value £

Wrigley

59000

P&G

42600

Dog’s Trust

35600

GSK

19500

Diageo

18600

Kellogg’s

13500

Danone

9800

Bloomsbury Publishing

9000

Nestle

7800

Unilever

7800

Allied Bakeries

7300

Dorset Cereal

6300

Weetabix Litd

5700

Apple

5300

Mars

5100

Intersnack

5000

Bauer Media Group

4000

Scott’s Porage Oats

3900

Big Bear Group

3900

Other

16500

TOTAL

286200

NMG SOV

149500

Company by Seconds

Source: NMG Tracker2011

NMG Share of Voice

Source: NMG Tracker2011


Ariel, Bold & Daz on Trollied (Sky One)


Daz on Trollied (Sky One)

Pampers, Pantene & Wash & Go On Trollied (Sky One)

Gillette On Trollied (Sky One)

Baileys On Trollied (Sky One)


Bell’s On Trollied (Sky One)

Airwaves & Extra On Trollied (Sky One)

Airwaves & Extra On Trollied (Sky One)

Horlicks On Trollied (Sky One)

Danone Activia On Trollied (Sky One)


Trollied opened to viewing figures of 1.5 million before shortly settling down to around 400,000 viewers per episode, a further two series plus a Christmas special have been commissioned as part of Sky’s commitment to investment in new comedy.

http://sky1.sky.com/trollied/valco-served-you-right-trollied-to-return

Using NMG’s proprietary system Tracker™ 2011 NMG viewed and analysed all 8 episodes in the series with a running time of 22 minutes 30 seconds per episode.

The following charts show the brand exposure that resulted.

NMG’s clients gained over 52% of the overall exposure. In addition, two of NMG’s clients received verbal brand mentions with a Tracker™ 2011 media value total of £8k+.

The majority of other placements amounted to only 1 or 2 star ratings due to their use as background dressing. The series is shot with the intention to depict the ‘naturalistic’ scenarios unfolding in the supermarket and therefore the camera rapidly pans across products and certain brands are unidentifiable due to the camera depth of field.

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