Netflix has released the new season of “House of Cards.” If there’s been one criticism of the show, it’s that it’s too heavy on product placement.
One plus for brands: viewers can’t fast -forward through product placement, says John Murphy, who teaches advertising at the University of Texas at Austin.
“It’s part of the story line, and therefore it’s potentially much more valuable exposure than a traditional 30-second spot,” he says.
The brands are definitely making money. But the shows? Unlikely, says Abram Sauer, founder of the Annual Product Placement Awards at Brandchannel.com.
“I would be shocked, personally, to learn that any money was paid to Netflix in any form,” he says.
Sauer says a lot of times brands pay with props instead of cash. Like, if there’s a bar scene, the brewer will bring in everything needed to make it look like a real bar. For a show, that can add up to hundreds of thousands of dollars.
If you’re a member of your local public radio station, we thank you — because your support helps those stations keep programs like Marketplace on the air. But for Marketplace to continue to grow, we need additional investment from those who care most about what we do: superfans like you.
Your donation — as little as $5 — helps us create more content that matters to you and your community, and to reach more people where they are – whether that’s radio, podcasts or online.
When you contribute directly to Marketplace, you become a partner in that mission: someone who understands that when we all get smarter, everybody wins.